Accreditation in Public Relations (APR) Exam Study Guide: Questions & Answers: Updated Solution

content analysis (Ans- is research method that can be formal or informal but is primary. It has a low cost, and is easy to manipulate. BUT it takes a lot of effort and skill to do reasons to perform content analysis (Ansto describe and evaluate contents of a message to compare messages of different media to study trends in content of a medium to analyze international differences in content mail (for well-defined and limited answers) and telephone (well defined opinions) surveys (Ans- formal and primary research methods varying in costs and limitationsonline and email survey (Ans- an informal and formal primary method of research. Better response and analyze speed. BUT requires technology and hard to random sample to generalize survey (Ans- a quantitative method of research that includes questions surrounding your objectives. Anonymity, speed, variety of forms, and easy participation BUT questions can be skipped, open ended questions take time to analyze, lying, and cost focus groups (Ans- an informal and primary type of qualitative research. Allows respondents to react to one another, quick, and detailed BUT difficult to interpret, limited content, multiple sessions (at least 2), and isn't accepted as often as surveys reasons to use focus groups (Ans- preferred by clients, to identify a public's benefits, pre-test for a service or product, check emotional response to a concept, insight to feelings, understand the language people use, can be added before or after a surveyScientific method (Ans- 8 step method that self-corrects by basing design off of previous research and not continuing their errors reasons to use scientific method (Ans- to define the problem or situation that develops a PR program, monitor program implementation, and measure a program's effectiveness or impact attitude (Ans- cognitive predisposition, unconscious, likes and dislikes, emotional, subjective, general, enduring, relates to behaviors audience segmentation (Ans- The breakdown of an audience into demographic, psychographic or other dimensions in order to adapt strategies, tactics and messages to audience need or interest