PUR 3000 FSU Exam 3: Research
Questions and Answers Rated A+
____ is the natural starting point for any public relations assignment - ANSWER-
research
_____ is the systematic collection of information to increase understanding - ANSWER-
research
A communications audit is not an end in itself, rather it must be part of a process of: -
ANSWER-Measurement & performance improvement
According to Stuart Z. Goldstein, strategic PR research is best achieved through: -
ANSWER-- An Integrated Relational Database that allows a practitioner to leverage
internal information across all PR disciplines
- A Diagnostic Database that tracks and helps analysis opinion data on a wide range of
issues arose key segments of an organizations primary constituencies.
Accountability - ANSWER-- Key word in organizations today
- Taking responsibility for achieving the performance promised
An extensive audit should be conducted: - ANSWER-Every couple of years
applied resarch - ANSWER-solves practical problems
Beyond SEO, the 2 most frequent research terms relative to Web sites: - ANSWER--
hits
- eyeballs
Case study - ANSWER-Research that analyzes how other organizations handled similar
challenges
(constructive)
Cluster sampling - ANSWER-Involves first breaking the population down into small
heterogeneous subsets, or cluster, and then selecting the potential sample from the
individual clusters or groups.
- Often defined as a geographic area, such as an election district.
Communications Audits - ANSWER-Often reveal disparities between real and perceived
communications between management and target audiences.
(Management may make certain assumptions about its methods, media, materials, and
messages, whereas its targets may confirm or refute those assumptions)
, Content analysis - ANSWER-do it every day. Check the news.
Purpose is to describe a message or set of messages
Controlled experiment - ANSWER-- what causes something to happen in situations
- salmon 4 group design:
1. O X T (observation, message, test)
2. X T
3. O T
4. T
( 3 and 4 should end up being the same)
The Solomon 4 group design is for seeing if a variable (X) will produce a certain result.
The Os stand for a test/observation for each group that people in the sample are
assigned to (each R is a random group) and the X stands for a message or variable
they are exposed to. O1, O4, O5, and O6 are all supposed to be equal.
Convenience sample - ANSWER-- AKA accidental, chunk, or opportunity samples
- Relatively unstructured
- Rather unsystematic
- Designed to elicit ideas and points of view.
- Journalists use convenience samples when they conduct person-on-the-street
interviews.
- Most common type in PR research: Focus group
Copy testing - ANSWER-Method that ensures campaign messages are understandable
and effective.
-Public targets are exposed to PR campaign messages to be used in brochures,
memos, online, and so on
Credibility includes: - ANSWER-- Trustworthiness
- Expertise
- Power
Cross-sectional approaches used in obtaining a sample: - ANSWER-- Random
sampling
- Nonrandom sampling
Descriptive surveys - ANSWER-Offer a snapshot of a current situation or condition.
Ex: a typical public opinion poll
Early research helps to determine the: - ANSWER-- Current situation
- Prevalent attitudes
- Difficulties that the program faces
Questions and Answers Rated A+
____ is the natural starting point for any public relations assignment - ANSWER-
research
_____ is the systematic collection of information to increase understanding - ANSWER-
research
A communications audit is not an end in itself, rather it must be part of a process of: -
ANSWER-Measurement & performance improvement
According to Stuart Z. Goldstein, strategic PR research is best achieved through: -
ANSWER-- An Integrated Relational Database that allows a practitioner to leverage
internal information across all PR disciplines
- A Diagnostic Database that tracks and helps analysis opinion data on a wide range of
issues arose key segments of an organizations primary constituencies.
Accountability - ANSWER-- Key word in organizations today
- Taking responsibility for achieving the performance promised
An extensive audit should be conducted: - ANSWER-Every couple of years
applied resarch - ANSWER-solves practical problems
Beyond SEO, the 2 most frequent research terms relative to Web sites: - ANSWER--
hits
- eyeballs
Case study - ANSWER-Research that analyzes how other organizations handled similar
challenges
(constructive)
Cluster sampling - ANSWER-Involves first breaking the population down into small
heterogeneous subsets, or cluster, and then selecting the potential sample from the
individual clusters or groups.
- Often defined as a geographic area, such as an election district.
Communications Audits - ANSWER-Often reveal disparities between real and perceived
communications between management and target audiences.
(Management may make certain assumptions about its methods, media, materials, and
messages, whereas its targets may confirm or refute those assumptions)
, Content analysis - ANSWER-do it every day. Check the news.
Purpose is to describe a message or set of messages
Controlled experiment - ANSWER-- what causes something to happen in situations
- salmon 4 group design:
1. O X T (observation, message, test)
2. X T
3. O T
4. T
( 3 and 4 should end up being the same)
The Solomon 4 group design is for seeing if a variable (X) will produce a certain result.
The Os stand for a test/observation for each group that people in the sample are
assigned to (each R is a random group) and the X stands for a message or variable
they are exposed to. O1, O4, O5, and O6 are all supposed to be equal.
Convenience sample - ANSWER-- AKA accidental, chunk, or opportunity samples
- Relatively unstructured
- Rather unsystematic
- Designed to elicit ideas and points of view.
- Journalists use convenience samples when they conduct person-on-the-street
interviews.
- Most common type in PR research: Focus group
Copy testing - ANSWER-Method that ensures campaign messages are understandable
and effective.
-Public targets are exposed to PR campaign messages to be used in brochures,
memos, online, and so on
Credibility includes: - ANSWER-- Trustworthiness
- Expertise
- Power
Cross-sectional approaches used in obtaining a sample: - ANSWER-- Random
sampling
- Nonrandom sampling
Descriptive surveys - ANSWER-Offer a snapshot of a current situation or condition.
Ex: a typical public opinion poll
Early research helps to determine the: - ANSWER-- Current situation
- Prevalent attitudes
- Difficulties that the program faces
