ADPR 3850 Exam 2 questions correctly
answered to pass
Four Essential Steps of Effective Public Relations - correct answer ✔✔Research
Planning
Communication
Measurement/Evaluation
Research - correct answer ✔✔the systematic investigation of a problem involving gathering of evidence
from samples to make inferences
Systematic Investigation - correct answer ✔✔Predefined Procedures and Methods
- survey questionnaire
- guidelines for focus groups
- codebook for content analysis
Intersubjectivity
- it must be possible for other researchers to replicate our study and come to the same results
Of A Research Problem - correct answer ✔✔-should be empirical (should be answered based on
observable)
3 key types of problems:
- exploratory
-descriptive
-casual
,Exploratory Problem - correct answer ✔✔-example: focus groups to understand voters' reaction to new
policies
-pretesting brand and product names in different cultures
-often, up to 10,000 different variations tested
-focus group and survey testing for
- cognitive associations
- pronunciation
- different meanings (example: Ford Probe translates into Ford Trial in German)
Descriptive Research - correct answer ✔✔-example: Neilsen Web Ratings
Involving Gathering Evidence - correct answer ✔✔Search for social regularities
- predictions about specific publics, larger groups of voters, or consumers
- NOT: predictions about individuals
Always with some chance of error
- findings hold within some margin of error, there's never absolute certainty
- important distinction: probabilistic vs. deterministic predictions
Based on Samples In Order To Make Inferences - correct answer ✔✔Most (market) research is still based
on samples. The goal is to make inferences to:
- a larger population
- other time periods
- other locations/societies
Probability Sampling - correct answer ✔✔each element of the population has a
, - non-zero
-known and equal chance of being selected into the sample
** Important: In order to calculate sampling error (ex: a measure of how precise a poll really is) we need
to use probability sampling techniques!
Non-Probability Sampling - correct answer ✔✔- one of the assumptions of probability sampling is
violated (i.e. TV call-in-polls, internet surveys, etc.)
Reasons To Conduct Research - correct answer ✔✔- Data is incredibly valuable for looking forward
- guesses vs systematic conclusions when making predictions
- Data also helps us look back and evaluate:
- professors
- campaigns
- football decision-making
Reasons to Understand Research - correct answer ✔✔- the obsession with data and analysis is
everywhere
- we see it in...
- politics
- sports
- TV
Academic (Basic) Research - correct answer ✔✔-funded through universities or foundations
- done to answers broader theoretical questions
- conducted by academics
Applied ("Industry") Research - correct answer ✔✔- funded by corporate/political sponsors
answered to pass
Four Essential Steps of Effective Public Relations - correct answer ✔✔Research
Planning
Communication
Measurement/Evaluation
Research - correct answer ✔✔the systematic investigation of a problem involving gathering of evidence
from samples to make inferences
Systematic Investigation - correct answer ✔✔Predefined Procedures and Methods
- survey questionnaire
- guidelines for focus groups
- codebook for content analysis
Intersubjectivity
- it must be possible for other researchers to replicate our study and come to the same results
Of A Research Problem - correct answer ✔✔-should be empirical (should be answered based on
observable)
3 key types of problems:
- exploratory
-descriptive
-casual
,Exploratory Problem - correct answer ✔✔-example: focus groups to understand voters' reaction to new
policies
-pretesting brand and product names in different cultures
-often, up to 10,000 different variations tested
-focus group and survey testing for
- cognitive associations
- pronunciation
- different meanings (example: Ford Probe translates into Ford Trial in German)
Descriptive Research - correct answer ✔✔-example: Neilsen Web Ratings
Involving Gathering Evidence - correct answer ✔✔Search for social regularities
- predictions about specific publics, larger groups of voters, or consumers
- NOT: predictions about individuals
Always with some chance of error
- findings hold within some margin of error, there's never absolute certainty
- important distinction: probabilistic vs. deterministic predictions
Based on Samples In Order To Make Inferences - correct answer ✔✔Most (market) research is still based
on samples. The goal is to make inferences to:
- a larger population
- other time periods
- other locations/societies
Probability Sampling - correct answer ✔✔each element of the population has a
, - non-zero
-known and equal chance of being selected into the sample
** Important: In order to calculate sampling error (ex: a measure of how precise a poll really is) we need
to use probability sampling techniques!
Non-Probability Sampling - correct answer ✔✔- one of the assumptions of probability sampling is
violated (i.e. TV call-in-polls, internet surveys, etc.)
Reasons To Conduct Research - correct answer ✔✔- Data is incredibly valuable for looking forward
- guesses vs systematic conclusions when making predictions
- Data also helps us look back and evaluate:
- professors
- campaigns
- football decision-making
Reasons to Understand Research - correct answer ✔✔- the obsession with data and analysis is
everywhere
- we see it in...
- politics
- sports
- TV
Academic (Basic) Research - correct answer ✔✔-funded through universities or foundations
- done to answers broader theoretical questions
- conducted by academics
Applied ("Industry") Research - correct answer ✔✔- funded by corporate/political sponsors
