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Chapter 8

Multiple Choice

Multiple Choice

This activity contains 10 questions.

	Generally speaking, the relationship between public relations and research is   weak, because public relations is not adaptable to market research techniques. that market research provides the basis for public relations decisions. that public relations provides the material for the analysis that researchers conduct. one of tension because they both strive to provide similar services to the client.

	When should research be used in the public relations process?   before planning a campaign, as well as to assess the campaign only during the campaign in order to track reactions and make adjustments. It shouldn't be used; it's too expensive for most public relations efforts. only at the end of a campaign in order to assess its effectiveness

	Research should tell a public relations practitioner   how to identify and define constituent groups. how to convey and schedule media messages. how information can help design a program. all of these answers. how to identify and define constituent groups, as well as how to convey and schedule media messages.

	In 1997, the Institute for Public Relations Research & Education offered seven guiding principles in setting standards for public relations research. Which of the following is NOT a principle?   establishing clear objectives and outcomes that tie directly to business goals understanding that no one technique can evaluate public relations effectiveness equating public relations effectiveness with advertising effectiveness differentiating between public relations "outputs" and "outcomes"

	Research used primarily to set program objectives and to develop messages is   theoretical research. a communication audit. strategic research. evaluative research.

	A research tool that captures a quick "picture" of a current situation is called   a content analysis. a readability study. a descriptive survey. an evaluation.

	Surveys generally consist of what four elements?   a sample, a questionnaire, an interview, and a communication audit a sample, a questionnaire, an interview, and an analysis of results an objective, a random sample, a cluster sample, and a context an objective, a sample, an interview, and a communication audit

	Which of the following is important when writing a questionnaire?   Collect facts, not intensity of feelings. Ask dual-answer, open-ended questions. Keep it short and simple. All of these answers. Collect facts, not intensity of feelings; also, ask dual-answer, open-ended questions.

	David needs a survey technique with a high return rate and the ability to clarify respondents' answers. He will use the results to design another research questionnaire. David's best choice of techniques is   a mail interview. a focus group. a telephone interview. an unobtrusive method, such as a content analysis.

	One disadvantage of using the Internet for research is that the Internet   can't measure a visitor's interest in the product, service, or information. is impersonal. is time-consuming. is expensive.

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