PRSA APR FINAL PAPER 2026 ANSWERS
BUNDLED REVIEW
⩥ Intercept Interviews: Answer: - Informal, Primary
+ Ability to target a geographic location or demographic group.
- Limited in length and scope.
⩥ Telephone Surveys (random sampling): Answer: - Use to determine
basic, well-defined opinions.
- Formal, Primary
+ Speed of administration. Ability to clarify, probe. Accepted as industry
standard.
- Requires professional phone bank. Cost. Limited in length and scope.
⩥ Mail Survey: Answer: - Use for well-defined concepts and specific,
limited answers.
- Formal, Primary
+ Can be internally administered. Can use rankings, comparisons.
- Slow to completion. Considerable time/labor commitment for data
entry. Limited control over who completes.
⩥ Online Survey: Answer: - Formal, Informal, Primary
+ Speed of data collection, lower cost of administration.
, - Best with known populations. Requires access to technologies. May be
difficult to generalize to larger groups or populations.
⩥ Content Analysis: Answer: - Formal, Informal, Primary
+ Can apply same scientific sampling methods used in social surveys to
establish reliability and validity. Relatively low cost.
- Requires careful definition of units of measurement, units of
observation and attributes coded. Labor intensive.
⩥ Communications Audit: Answer: - Informal, Primary
+ Assesses PR activities' alignment with organization goals. Provides
independent evaluation of PR plans.
- Can be costly. Requires thorough definition and planning to do well.
Labor intensive.
⩥ In-depth Interviews: Answer: - Use for complex situations that require
extensive explanation or context.
- Informal, Primary
+ All the advantages of telephone and mail survey methods. Ability to
collect unobtrusive information.
- Very expensive. Difficult to monitor for quality.
⩥ Phone Interviews: Answer: - Informal, Primary
BUNDLED REVIEW
⩥ Intercept Interviews: Answer: - Informal, Primary
+ Ability to target a geographic location or demographic group.
- Limited in length and scope.
⩥ Telephone Surveys (random sampling): Answer: - Use to determine
basic, well-defined opinions.
- Formal, Primary
+ Speed of administration. Ability to clarify, probe. Accepted as industry
standard.
- Requires professional phone bank. Cost. Limited in length and scope.
⩥ Mail Survey: Answer: - Use for well-defined concepts and specific,
limited answers.
- Formal, Primary
+ Can be internally administered. Can use rankings, comparisons.
- Slow to completion. Considerable time/labor commitment for data
entry. Limited control over who completes.
⩥ Online Survey: Answer: - Formal, Informal, Primary
+ Speed of data collection, lower cost of administration.
, - Best with known populations. Requires access to technologies. May be
difficult to generalize to larger groups or populations.
⩥ Content Analysis: Answer: - Formal, Informal, Primary
+ Can apply same scientific sampling methods used in social surveys to
establish reliability and validity. Relatively low cost.
- Requires careful definition of units of measurement, units of
observation and attributes coded. Labor intensive.
⩥ Communications Audit: Answer: - Informal, Primary
+ Assesses PR activities' alignment with organization goals. Provides
independent evaluation of PR plans.
- Can be costly. Requires thorough definition and planning to do well.
Labor intensive.
⩥ In-depth Interviews: Answer: - Use for complex situations that require
extensive explanation or context.
- Informal, Primary
+ All the advantages of telephone and mail survey methods. Ability to
collect unobtrusive information.
- Very expensive. Difficult to monitor for quality.
⩥ Phone Interviews: Answer: - Informal, Primary
