PUR3000 Exam 2 Study Guide UPDATED
ACTUAL Exam Questions and CORRECT
Answers
Analytics - CORRECT ANSWER - A term describing the extensive use of data, statistical
and quantitative analysis, explanatory and predictive models, and fact-based management to
drive decisions and actions.
Communications audit - CORRECT ANSWER - a systematic documentation of an
organizations communication efforts to understand how it communicates with its public's
Constraint recognition - CORRECT ANSWER - when people detect a problem or situation
in their environment but perceive obstacles that limit their behavior to do anything about it
Demographics - CORRECT ANSWER - Data describing objective characteristics of a
population including age, level of income or highest educational degree obtained
External publics - CORRECT ANSWER - people outside the organization
Formal research - CORRECT ANSWER - Research designed with clear rules and
procedures for collection and analysis of information
Formative research - CORRECT ANSWER - conducted before and during implementation
to inform planning and program adjustment
In house - CORRECT ANSWER - When public relations people are employed directly
within an organization rather than working for an external agency or contracted as independent
consultants.
,Informal research - CORRECT ANSWER - Research conducted without clear rules or
procedures, which makes the findings difficult to replicate or compare to other research or
situations
Internal publics - CORRECT ANSWER - Groups of people with shared interests within an
organization
Level of involvement - CORRECT ANSWER - The degree to which people feel or think
that a problem or issue affects them
Mission statement - CORRECT ANSWER - a statement of the organization's steady,
enduring purpose
Organizational culture - CORRECT ANSWER - The unique character of an organization
comprised of beliefs, values, symbols and behaviors
Primary public's - CORRECT ANSWER - Group of people identified as most important to
the success of a public relations campaign or program
Primary research - CORRECT ANSWER - original research conducted for a specific
marketing situation (systematic design, collection, analysis and application of original data or
observation
Problem or opportunity statement - CORRECT ANSWER - A concise written summary of
the situations that explains the main reason for a public relations program or campaign.
1. Written in the present tense "what's happening now?"
2. Describes the situation in specific and measurable terms
3. Does not imply solutions or place blame
(Comes from your research)
, Problem recognition - CORRECT ANSWER - When people detect a problem or situation
in their environment and begin to think about it
Psychographics - CORRECT ANSWER - Data describing phychological characteristics of
a population including interests, attitudes and behaviors(groups of people who like to run or don't
like to run, activists, ppl who use social media, people who watch the news on TV)
Reliability - CORRECT ANSWER - Consistency and precision of a particular research
technique
Research - CORRECT ANSWER - the systematic gathering of information to describe and
understand situations, and to check out assumptions about Publics and public relations
consequences.
it's main purpose is to reduce uncertainty in decision making
Secondary publics - CORRECT ANSWER - groups of people who are important to a
public relations campaign or program because of their relationship with primary publics
Secondary research - CORRECT ANSWER - Collection, summary, analysis of application
of previously reported research
Situation analysis - CORRECT ANSWER - A report analyzing the internal and external
environment of an organization and its publics as it relates to the start of a campaign or program
All that is known about the situation including:
* it's history
* Forces impacting it
* Those involved or affected internally and externally
Summative research - CORRECT ANSWER - conducted after the campaign or program to
determine the extent that objectives and goals were met
ACTUAL Exam Questions and CORRECT
Answers
Analytics - CORRECT ANSWER - A term describing the extensive use of data, statistical
and quantitative analysis, explanatory and predictive models, and fact-based management to
drive decisions and actions.
Communications audit - CORRECT ANSWER - a systematic documentation of an
organizations communication efforts to understand how it communicates with its public's
Constraint recognition - CORRECT ANSWER - when people detect a problem or situation
in their environment but perceive obstacles that limit their behavior to do anything about it
Demographics - CORRECT ANSWER - Data describing objective characteristics of a
population including age, level of income or highest educational degree obtained
External publics - CORRECT ANSWER - people outside the organization
Formal research - CORRECT ANSWER - Research designed with clear rules and
procedures for collection and analysis of information
Formative research - CORRECT ANSWER - conducted before and during implementation
to inform planning and program adjustment
In house - CORRECT ANSWER - When public relations people are employed directly
within an organization rather than working for an external agency or contracted as independent
consultants.
,Informal research - CORRECT ANSWER - Research conducted without clear rules or
procedures, which makes the findings difficult to replicate or compare to other research or
situations
Internal publics - CORRECT ANSWER - Groups of people with shared interests within an
organization
Level of involvement - CORRECT ANSWER - The degree to which people feel or think
that a problem or issue affects them
Mission statement - CORRECT ANSWER - a statement of the organization's steady,
enduring purpose
Organizational culture - CORRECT ANSWER - The unique character of an organization
comprised of beliefs, values, symbols and behaviors
Primary public's - CORRECT ANSWER - Group of people identified as most important to
the success of a public relations campaign or program
Primary research - CORRECT ANSWER - original research conducted for a specific
marketing situation (systematic design, collection, analysis and application of original data or
observation
Problem or opportunity statement - CORRECT ANSWER - A concise written summary of
the situations that explains the main reason for a public relations program or campaign.
1. Written in the present tense "what's happening now?"
2. Describes the situation in specific and measurable terms
3. Does not imply solutions or place blame
(Comes from your research)
, Problem recognition - CORRECT ANSWER - When people detect a problem or situation
in their environment and begin to think about it
Psychographics - CORRECT ANSWER - Data describing phychological characteristics of
a population including interests, attitudes and behaviors(groups of people who like to run or don't
like to run, activists, ppl who use social media, people who watch the news on TV)
Reliability - CORRECT ANSWER - Consistency and precision of a particular research
technique
Research - CORRECT ANSWER - the systematic gathering of information to describe and
understand situations, and to check out assumptions about Publics and public relations
consequences.
it's main purpose is to reduce uncertainty in decision making
Secondary publics - CORRECT ANSWER - groups of people who are important to a
public relations campaign or program because of their relationship with primary publics
Secondary research - CORRECT ANSWER - Collection, summary, analysis of application
of previously reported research
Situation analysis - CORRECT ANSWER - A report analyzing the internal and external
environment of an organization and its publics as it relates to the start of a campaign or program
All that is known about the situation including:
* it's history
* Forces impacting it
* Those involved or affected internally and externally
Summative research - CORRECT ANSWER - conducted after the campaign or program to
determine the extent that objectives and goals were met
