MMC 3420 STUDY EXAMS GUIDE ALL QUESTIONS
AND ANSWERS SURE A+
✔✔Which measure of central tendency is most susceptible to the influence of outliers? -
✔✔Mean
✔✔In a normal distribution, the Mean, Median, and Mode are set to zero - ✔✔True
✔✔Which is an indicator of the symmetry of a distribution of data? - ✔✔Skew
✔✔If you have found support for your hypothesis, what do you do to the null
hypothesis? - ✔✔Reject it
✔✔Which of the following predicts a directional relationship between two variables? -
✔✔one-tailed hypothesis
✔✔A power analysis - ✔✔can tell researchers the number of participants they need in
order to uncover significant differences
✔✔All of the following research types are conducted in public relations except -
✔✔Cultivation research
, ✔✔In a communication audit, what research techniques are generally used -
✔✔Readership surveys and readability studies
✔✔Tracking polls - ✔✔ALL OF THESE ARE TRUE
Begin with a baseline poll
Look at trends
Are part of environmental monitoring
✔✔Output analysis - ✔✔Monitors the efforts of public relations programs in the short-
term
✔✔What should be a part of virtually every stage in public relations research? -
✔✔Evaluation
✔✔Evaluation research refers to the process of judging the effectiveness of program
planning, implementation, and impact. - ✔✔True
✔✔Message analytics is a technique used primarily in: - ✔✔Environmental monitoring
✔✔What is public relations? - ✔✔The management of communication between an
organization and its publics
✔✔In which stage of the Public Relations Research process does one identify the key
stakeholders in the organization? - ✔✔Beginning research/ Defining problems
✔✔The affective dimension of advertising research usually involves research into
whether a consumer's attitudes toward a particular product have changed because of
exposure to an ad or a campaign. What a technique is not used to study the affective
dimension? - ✔✔Communication Audits
✔✔In the cognition dimension of advertising research, researchers study all of the
following except: - ✔✔Behavior
✔✔All of the following measure readership except: - ✔✔Perception test
✔✔Gross rating points (GRPs) are found by doing which of the following? -
✔✔Multiplying a message's reach by its average frequency
✔✔viral marketing - ✔✔consists of marketing techniques that use pre-existing social
networks to produce increases in brand awareness, sales, or a specific message.
✔✔Which dimension of copy testing research explores purchase intentions? -
✔✔Conative
AND ANSWERS SURE A+
✔✔Which measure of central tendency is most susceptible to the influence of outliers? -
✔✔Mean
✔✔In a normal distribution, the Mean, Median, and Mode are set to zero - ✔✔True
✔✔Which is an indicator of the symmetry of a distribution of data? - ✔✔Skew
✔✔If you have found support for your hypothesis, what do you do to the null
hypothesis? - ✔✔Reject it
✔✔Which of the following predicts a directional relationship between two variables? -
✔✔one-tailed hypothesis
✔✔A power analysis - ✔✔can tell researchers the number of participants they need in
order to uncover significant differences
✔✔All of the following research types are conducted in public relations except -
✔✔Cultivation research
, ✔✔In a communication audit, what research techniques are generally used -
✔✔Readership surveys and readability studies
✔✔Tracking polls - ✔✔ALL OF THESE ARE TRUE
Begin with a baseline poll
Look at trends
Are part of environmental monitoring
✔✔Output analysis - ✔✔Monitors the efforts of public relations programs in the short-
term
✔✔What should be a part of virtually every stage in public relations research? -
✔✔Evaluation
✔✔Evaluation research refers to the process of judging the effectiveness of program
planning, implementation, and impact. - ✔✔True
✔✔Message analytics is a technique used primarily in: - ✔✔Environmental monitoring
✔✔What is public relations? - ✔✔The management of communication between an
organization and its publics
✔✔In which stage of the Public Relations Research process does one identify the key
stakeholders in the organization? - ✔✔Beginning research/ Defining problems
✔✔The affective dimension of advertising research usually involves research into
whether a consumer's attitudes toward a particular product have changed because of
exposure to an ad or a campaign. What a technique is not used to study the affective
dimension? - ✔✔Communication Audits
✔✔In the cognition dimension of advertising research, researchers study all of the
following except: - ✔✔Behavior
✔✔All of the following measure readership except: - ✔✔Perception test
✔✔Gross rating points (GRPs) are found by doing which of the following? -
✔✔Multiplying a message's reach by its average frequency
✔✔viral marketing - ✔✔consists of marketing techniques that use pre-existing social
networks to produce increases in brand awareness, sales, or a specific message.
✔✔Which dimension of copy testing research explores purchase intentions? -
✔✔Conative
