ADPR 3850 Exam 2 questions with 100%
correct answers rated A+
Four Essential Steps of Effective PR - correct answer ✔✔1. Research
2. Planning
3. Communication
4. Measurement / Evaluation
Research - correct answer ✔✔*First Essential Step in Effective PR*
The systematic investigation of a problem involving gathering evidence from samples to make inferences
The systematic investigation - correct answer ✔✔~ Predefined procedures and methods
~ Intersubjectivity
The systematic investigation - Predefined procedures and methods - correct answer ✔✔~ Survey
questionnaire
~ Guidelines for focus group
~ Codebook for content analysis
The systematic investigation - Intersubjectivity - correct answer ✔✔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 - i.e., should be answered based on
observable evidence
Three key types of research problems - correct answer ✔✔1. *Exploratory* - i.e., focus groups to
understand voters' reaction to new policies
,2. *Descriptive* - i.e., audience research, research of market shares
3. *Causal* - i.e., examining the influence of one variable on another
Exploratory Research - correct answer ✔✔Pretesting brand and product names in different cultures
Up to 10,000 different variations tested
Focus groups and survey testing for:
~ Cognitive associations
~ Different meanings
~ Pronunciation
Descriptive Research - correct answer ✔✔I.e., Nielson Web Ratings - based on netview internet panel
... Involving Gathering Evidence ... - correct answer ✔✔Search for social regularities
~ Predictions about specific publics, larger groups of voters, consumers; NOT about individuals
Always with some chance of error
~ there's never absolute certainty
... 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
, Probability Sampling - correct answer ✔✔Each element of the population has a non-zero, known, and
equal chance of being selected into the sample
Non-Probability Sampling - correct answer ✔✔One of the assumptions of probability sampling is
violated
~ I.e., TV call-in-polls, Internet surveys
Why Conduct PR Research? - correct answer ✔✔~ Guesses vs. systematic conditions
~ Predicting the outcome of a PR program is much easier when you have data
~ Allows for the evaluation of a campaign
Academic Research - correct answer ✔✔"basic" research
Funded through universities or foundations in order to answer broader theoretical questions
Conducted by academics
Applied Research - correct answer ✔✔"Industry" research
Funded by corporate or political sponsors to answer a specific, applied question
Conducted by:
~ Academics
~ Research departments of larger firms
~ Market research or consulting companies
Primary Research - correct answer ✔✔Information gathered by the researchers through person-to-
person interaction
~ I.e., meetings, one-on-one interviews, focus groups, surveys
correct answers rated A+
Four Essential Steps of Effective PR - correct answer ✔✔1. Research
2. Planning
3. Communication
4. Measurement / Evaluation
Research - correct answer ✔✔*First Essential Step in Effective PR*
The systematic investigation of a problem involving gathering evidence from samples to make inferences
The systematic investigation - correct answer ✔✔~ Predefined procedures and methods
~ Intersubjectivity
The systematic investigation - Predefined procedures and methods - correct answer ✔✔~ Survey
questionnaire
~ Guidelines for focus group
~ Codebook for content analysis
The systematic investigation - Intersubjectivity - correct answer ✔✔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 - i.e., should be answered based on
observable evidence
Three key types of research problems - correct answer ✔✔1. *Exploratory* - i.e., focus groups to
understand voters' reaction to new policies
,2. *Descriptive* - i.e., audience research, research of market shares
3. *Causal* - i.e., examining the influence of one variable on another
Exploratory Research - correct answer ✔✔Pretesting brand and product names in different cultures
Up to 10,000 different variations tested
Focus groups and survey testing for:
~ Cognitive associations
~ Different meanings
~ Pronunciation
Descriptive Research - correct answer ✔✔I.e., Nielson Web Ratings - based on netview internet panel
... Involving Gathering Evidence ... - correct answer ✔✔Search for social regularities
~ Predictions about specific publics, larger groups of voters, consumers; NOT about individuals
Always with some chance of error
~ there's never absolute certainty
... 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
, Probability Sampling - correct answer ✔✔Each element of the population has a non-zero, known, and
equal chance of being selected into the sample
Non-Probability Sampling - correct answer ✔✔One of the assumptions of probability sampling is
violated
~ I.e., TV call-in-polls, Internet surveys
Why Conduct PR Research? - correct answer ✔✔~ Guesses vs. systematic conditions
~ Predicting the outcome of a PR program is much easier when you have data
~ Allows for the evaluation of a campaign
Academic Research - correct answer ✔✔"basic" research
Funded through universities or foundations in order to answer broader theoretical questions
Conducted by academics
Applied Research - correct answer ✔✔"Industry" research
Funded by corporate or political sponsors to answer a specific, applied question
Conducted by:
~ Academics
~ Research departments of larger firms
~ Market research or consulting companies
Primary Research - correct answer ✔✔Information gathered by the researchers through person-to-
person interaction
~ I.e., meetings, one-on-one interviews, focus groups, surveys
