APR || 100% Errorless Answers.
Research correct answers Systematic gathering of info: describe & understand situation, check
assumptions about publics & perceptions, PR consequences
1. Who: do we want to reach
2. What: do we want them to do
3. What messages: for knowledge, opinions, behavior
Primary Research correct answers New and original information through research designed to
answer specific questions: surveys, focus groups
Secondary Research correct answers Existing information in databases, books, articles
Formal Research correct answers 1. Scientific
2. Random sampling
3. Statistical standards
4. Accurate
Informal Research correct answers 1. Subjective
2. Pre-testing strategies
3. Cannot be projected to entire population
Quantitative Research correct answers 1. Numerical
2. Statistical
3. Forced choice
4. Objective & projectable
Qualitative Research correct answers 1. Non measurable
2. Investigates value of program
3. How and why
4. In depth understanding
Research Considerations correct answers 1. What decision will be made, and info needed
2. Resources available
3. Existing research
4. Accuracy
5. Sample vs Universe
6. Methods: survey, telephone, mail-in, online
7. Time
8. Confidence level needed
9. Questions
10. Internal or Public
11. Tabulation
Scientific Method correct answers Follow steps to test validity & self-correct
, Make PR strategic:
- Define problem to inform decision-making
- Monitor implementation for accountability
- Measure impact vs goals and objectives
Procedure:
1. Select problem
2. Review existing research and theories
3. Develop hypothesis and research Qs
4. Determine method
5. Collect data
6. Analyze and interpret results
7. Present results
8. Replicate
Research Methods correct answers 1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
---
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
---
10. Complaint reviews F BIAS
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
15. Media analysis COMPETITORS
16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
Content Analysis correct answers <Inexpensive primary, formal, quantitative method>
Objective, systematic and quantitative description of manifest content. Code message content to
identify issues, determine reporter interests, define received info, find trends:
1. Describe and evaluate used messages
2. Compare messages by media type
3. Study outlet over time
4. Analyze regional or international differences
Research correct answers Systematic gathering of info: describe & understand situation, check
assumptions about publics & perceptions, PR consequences
1. Who: do we want to reach
2. What: do we want them to do
3. What messages: for knowledge, opinions, behavior
Primary Research correct answers New and original information through research designed to
answer specific questions: surveys, focus groups
Secondary Research correct answers Existing information in databases, books, articles
Formal Research correct answers 1. Scientific
2. Random sampling
3. Statistical standards
4. Accurate
Informal Research correct answers 1. Subjective
2. Pre-testing strategies
3. Cannot be projected to entire population
Quantitative Research correct answers 1. Numerical
2. Statistical
3. Forced choice
4. Objective & projectable
Qualitative Research correct answers 1. Non measurable
2. Investigates value of program
3. How and why
4. In depth understanding
Research Considerations correct answers 1. What decision will be made, and info needed
2. Resources available
3. Existing research
4. Accuracy
5. Sample vs Universe
6. Methods: survey, telephone, mail-in, online
7. Time
8. Confidence level needed
9. Questions
10. Internal or Public
11. Tabulation
Scientific Method correct answers Follow steps to test validity & self-correct
, Make PR strategic:
- Define problem to inform decision-making
- Monitor implementation for accountability
- Measure impact vs goals and objectives
Procedure:
1. Select problem
2. Review existing research and theories
3. Develop hypothesis and research Qs
4. Determine method
5. Collect data
6. Analyze and interpret results
7. Present results
8. Replicate
Research Methods correct answers 1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
---
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
8. In depth interviews S/$$$$
9. Phone interviews F/$$$$
---
10. Complaint reviews F BIAS
11. Tracking calls, purchases, hits, actions F BIAS
12. Field reports F/$
13. Advisory panels F/$
14. Community forums S FACILITATOR
15. Media analysis COMPETITORS
16. Research databases F/$
17. Fact finding F/$
18. Historical research S BIAS
19. Social media research BIAS
Content Analysis correct answers <Inexpensive primary, formal, quantitative method>
Objective, systematic and quantitative description of manifest content. Code message content to
identify issues, determine reporter interests, define received info, find trends:
1. Describe and evaluate used messages
2. Compare messages by media type
3. Study outlet over time
4. Analyze regional or international differences
