PUR3000 Exam 2 UPDATED ACTUAL
Exam Questions and CORRECT Answers
Analytics - CORRECT ANSWER - Researching online data to identify meaningful
patterns
Communications Audit - CORRECT ANSWER - Systematic documentation of an
organization's communications efforts to understand how it communicates w/its publics
Demographics - CORRECT ANSWER - Data describing objective characteristics of a
population (ex: age, race, level of income, etc.)
Formative Research - CORRECT ANSWER - Conducted BEFORE and DURING
implementation to inform planning and program adjustment
Informal Research - CORRECT ANSWER - No clear rules/procedures; findings are
difficult to replicate and compare to other research
Internal Publics - CORRECT ANSWER - Groups of people with shared interests within an
organization (ex: employees, members)
Mission Statement - CORRECT ANSWER - Formal statement of an organization's steady,
enduring purpose; what you want to do
Primary Research - CORRECT ANSWER - When you design research and collect your
own data for communication planning
- Self-conducted
- Often necessary to answer specific research questions
- Can require a budget and/or turnaround time
, Problem Recognition - CORRECT ANSWER - People detect a problem and begin to think
about it
Psychographics - CORRECT ANSWER - Data describing psychological characteristics of
a population (ex: interests, attitudes, behaviors)
Reliability - CORRECT ANSWER - How well a particular research technique can be
applied multiple times and yield comparable results
Research - CORRECT ANSWER - Gathering info about target audience, the current
public perception of the organization, and other relevant data
- Develops deep understanding of the situation
- Informs the planning and implementation of a PR strategy
Secondary Research - CORRECT ANSWER - The reuse of research and data that have
already been collected
- Conducted by others
- Needed to understand what research has already been conducted
- Typically quick and cheap
Situation Analysis - CORRECT ANSWER - An effective one leads to a clear, concise
problem or opportunity statement on which the client/org. and the team representing them agree
Summative Research - CORRECT ANSWER - Conducted at END of campaign to
determine the extent to which goals/objectives were met; aims to answer the question, "did it
work?"
Tertiary Publics - CORRECT ANSWER - Groups of people who indirectly influence/are
influenced by a PR campaign or program
Exam Questions and CORRECT Answers
Analytics - CORRECT ANSWER - Researching online data to identify meaningful
patterns
Communications Audit - CORRECT ANSWER - Systematic documentation of an
organization's communications efforts to understand how it communicates w/its publics
Demographics - CORRECT ANSWER - Data describing objective characteristics of a
population (ex: age, race, level of income, etc.)
Formative Research - CORRECT ANSWER - Conducted BEFORE and DURING
implementation to inform planning and program adjustment
Informal Research - CORRECT ANSWER - No clear rules/procedures; findings are
difficult to replicate and compare to other research
Internal Publics - CORRECT ANSWER - Groups of people with shared interests within an
organization (ex: employees, members)
Mission Statement - CORRECT ANSWER - Formal statement of an organization's steady,
enduring purpose; what you want to do
Primary Research - CORRECT ANSWER - When you design research and collect your
own data for communication planning
- Self-conducted
- Often necessary to answer specific research questions
- Can require a budget and/or turnaround time
, Problem Recognition - CORRECT ANSWER - People detect a problem and begin to think
about it
Psychographics - CORRECT ANSWER - Data describing psychological characteristics of
a population (ex: interests, attitudes, behaviors)
Reliability - CORRECT ANSWER - How well a particular research technique can be
applied multiple times and yield comparable results
Research - CORRECT ANSWER - Gathering info about target audience, the current
public perception of the organization, and other relevant data
- Develops deep understanding of the situation
- Informs the planning and implementation of a PR strategy
Secondary Research - CORRECT ANSWER - The reuse of research and data that have
already been collected
- Conducted by others
- Needed to understand what research has already been conducted
- Typically quick and cheap
Situation Analysis - CORRECT ANSWER - An effective one leads to a clear, concise
problem or opportunity statement on which the client/org. and the team representing them agree
Summative Research - CORRECT ANSWER - Conducted at END of campaign to
determine the extent to which goals/objectives were met; aims to answer the question, "did it
work?"
Tertiary Publics - CORRECT ANSWER - Groups of people who indirectly influence/are
influenced by a PR campaign or program
