PUR3000 Exam 3 Review
We can use qualitative research to produce quantitative research. T/F - CORRECT
ANSWER-true
what questions are candidates asked in the silver anvil awards research process? -
CORRECT ANSWER-What prompted the research?
Was it in response to an existing problem or does it examine a potential problem?
What type of research did you use?
How was the research relevant to shaping the planning process?
How did the research help define or redefine the audience(s) or the situation?
Strategic thinking - CORRECT ANSWER-predicting or establishing a desired future goal
state, determining what forces will help and hinder movement toward the goal, and
formulating a plan for achieving the desired state.
Planning in strategic PR - CORRECT ANSWER-- Making the basic strategic decisions
about what will be done in what order in response to or in anticipation of a problem or
opportunity
- Usually done through organizational missions and goals.
the four-step strategic management process is based on two assumptions. what are
they? - CORRECT ANSWER-the organization has clearly defined its overall mission
and goals, and public relations is part of the plan to achieve them.
why do we do research before? - CORRECT ANSWER-to define the problem and
formulate the strategy
why do we do research during a campaign? - CORRECT ANSWER-to monitor progress
why do we do research after? - CORRECT ANSWER-to measure and document
Research is no longer a specialized activity and is needed in every position of every
field. T/F - CORRECT ANSWER-true
Listening - CORRECT ANSWER-the process of receiving, constructing meaning from,
and responding to spoken and/or nonverbal messages
,Effective PR starts with listening, which requires openness and systematic effort. T/F -
CORRECT ANSWER-true
____________ ___________ begins with someone making a value judgement that
something is either wrong, soon could be wrong or could be better. Organizational
vision and mission statements provide the criteria - CORRECT ANSWER-problem
definition
Problem statement - CORRECT ANSWER-- written in present tense describing the
current situation (Whats happening now?)
-describes the situation in specific and measurable terms (5W, H)
-does not imply solution or place blame
(Ex. Morale is low.)
Describe the ALS Ice Bucket Challenge and its problem statement. - CORRECT
ANSWER-ALS association was faced with a grand opportunity.
Problem statement: it has nothing to do with us, and it is not owned by us. We don't
have the staff.
Not all problems are bad
Situation analysis - CORRECT ANSWER-collection of all that is known on the problem
(history, forces impacting it, those involved or affected internally and externally)
what can be internal factors in a situation analysis? - CORRECT ANSWER-policies,
procedures, actions of the organization related to the problem, communication audit,
organizational almanac, employees and leadership
Communication audit - CORRECT ANSWER-a systematic documentation of an
organizations communication efforts to understand how it communicate with its publics
what can be an external factor in a situation analysis - CORRECT ANSWER-
stakeholder analysis
SWOT analysis - CORRECT ANSWER-Strengths
Weaknesses
Opportunities
Threats
Four Parts of Management Process - CORRECT ANSWER-1. Research
2. Planning
3. Execution
4. Evaluation
, We approach a crisis like we do a campaign. T/F - CORRECT ANSWER-False. You
may not have time to research or plan extensively during a crisis.
Public relations has come from _________________ to _____________ situations. -
CORRECT ANSWER-reacting; anticipating
Researching or defining the problem (or opportunity) is the _____________ function
which provides the foundation for the other steps - CORRECT ANSWER-intelligence
Monitoring the social, technical and political environment is the first and hardest step in
the process. T/F - CORRECT ANSWER-true
Research is the systematic gathering of information to _______ and _________
situations and to check out assumptions. - CORRECT ANSWER-describe, understand
the main purpose of research is - CORRECT ANSWER-to reduce uncertainty in
decision making
Internal and formal research methods differ primarily in their sample selection and
sample size, and as a result in the generalization of the findings they produce. T/F -
CORRECT ANSWER-true
Primary research - CORRECT ANSWER-when you or the company you hire is doing
the research
Secondary research - CORRECT ANSWER-when the research is done by someone
else; searching existing resources for information or data related to a particular need,
strategy or goal
Ex. online computer databases, web based, library based)
Qualitative research - CORRECT ANSWER-aka informal or exploratory research.
discussion, richness of data
used for detecting and exploring problem situations and for pretesting research and
program strategies, not to describe the problem situation or stakeholders
what are forms of qualitative research? - CORRECT ANSWER-interviews, focus
groups, personal contact and observation, key informants, community forums and town
halls, advisory committees and boards, ombudsman, call-in telephone lines, mail and
email analysis, social media and online resources, field reports
Ombudsman - CORRECT ANSWER-someone who listen to the concerns of the internal
public
We can use qualitative research to produce quantitative research. T/F - CORRECT
ANSWER-true
what questions are candidates asked in the silver anvil awards research process? -
CORRECT ANSWER-What prompted the research?
Was it in response to an existing problem or does it examine a potential problem?
What type of research did you use?
How was the research relevant to shaping the planning process?
How did the research help define or redefine the audience(s) or the situation?
Strategic thinking - CORRECT ANSWER-predicting or establishing a desired future goal
state, determining what forces will help and hinder movement toward the goal, and
formulating a plan for achieving the desired state.
Planning in strategic PR - CORRECT ANSWER-- Making the basic strategic decisions
about what will be done in what order in response to or in anticipation of a problem or
opportunity
- Usually done through organizational missions and goals.
the four-step strategic management process is based on two assumptions. what are
they? - CORRECT ANSWER-the organization has clearly defined its overall mission
and goals, and public relations is part of the plan to achieve them.
why do we do research before? - CORRECT ANSWER-to define the problem and
formulate the strategy
why do we do research during a campaign? - CORRECT ANSWER-to monitor progress
why do we do research after? - CORRECT ANSWER-to measure and document
Research is no longer a specialized activity and is needed in every position of every
field. T/F - CORRECT ANSWER-true
Listening - CORRECT ANSWER-the process of receiving, constructing meaning from,
and responding to spoken and/or nonverbal messages
,Effective PR starts with listening, which requires openness and systematic effort. T/F -
CORRECT ANSWER-true
____________ ___________ begins with someone making a value judgement that
something is either wrong, soon could be wrong or could be better. Organizational
vision and mission statements provide the criteria - CORRECT ANSWER-problem
definition
Problem statement - CORRECT ANSWER-- written in present tense describing the
current situation (Whats happening now?)
-describes the situation in specific and measurable terms (5W, H)
-does not imply solution or place blame
(Ex. Morale is low.)
Describe the ALS Ice Bucket Challenge and its problem statement. - CORRECT
ANSWER-ALS association was faced with a grand opportunity.
Problem statement: it has nothing to do with us, and it is not owned by us. We don't
have the staff.
Not all problems are bad
Situation analysis - CORRECT ANSWER-collection of all that is known on the problem
(history, forces impacting it, those involved or affected internally and externally)
what can be internal factors in a situation analysis? - CORRECT ANSWER-policies,
procedures, actions of the organization related to the problem, communication audit,
organizational almanac, employees and leadership
Communication audit - CORRECT ANSWER-a systematic documentation of an
organizations communication efforts to understand how it communicate with its publics
what can be an external factor in a situation analysis - CORRECT ANSWER-
stakeholder analysis
SWOT analysis - CORRECT ANSWER-Strengths
Weaknesses
Opportunities
Threats
Four Parts of Management Process - CORRECT ANSWER-1. Research
2. Planning
3. Execution
4. Evaluation
, We approach a crisis like we do a campaign. T/F - CORRECT ANSWER-False. You
may not have time to research or plan extensively during a crisis.
Public relations has come from _________________ to _____________ situations. -
CORRECT ANSWER-reacting; anticipating
Researching or defining the problem (or opportunity) is the _____________ function
which provides the foundation for the other steps - CORRECT ANSWER-intelligence
Monitoring the social, technical and political environment is the first and hardest step in
the process. T/F - CORRECT ANSWER-true
Research is the systematic gathering of information to _______ and _________
situations and to check out assumptions. - CORRECT ANSWER-describe, understand
the main purpose of research is - CORRECT ANSWER-to reduce uncertainty in
decision making
Internal and formal research methods differ primarily in their sample selection and
sample size, and as a result in the generalization of the findings they produce. T/F -
CORRECT ANSWER-true
Primary research - CORRECT ANSWER-when you or the company you hire is doing
the research
Secondary research - CORRECT ANSWER-when the research is done by someone
else; searching existing resources for information or data related to a particular need,
strategy or goal
Ex. online computer databases, web based, library based)
Qualitative research - CORRECT ANSWER-aka informal or exploratory research.
discussion, richness of data
used for detecting and exploring problem situations and for pretesting research and
program strategies, not to describe the problem situation or stakeholders
what are forms of qualitative research? - CORRECT ANSWER-interviews, focus
groups, personal contact and observation, key informants, community forums and town
halls, advisory committees and boards, ombudsman, call-in telephone lines, mail and
email analysis, social media and online resources, field reports
Ombudsman - CORRECT ANSWER-someone who listen to the concerns of the internal
public
