Test Bank For The Practice of Public Relations 14th Edition by Seitel Download

Test Bank for The Practice of Public Relations 14th Edition by Seitel
Test Bank for The Practice of Public Relations 14th

Edition by Seitel
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The Practice of Public Relations, 14e (Seitel)
Chapter 8 Research
1) In the Chapter 8 opening scenario on political polling, the big lesson is that ________.
A) figures tell the truth but can be manipulated
B) just because it's "research" doesn't mean it necessarily should be believed
C) more land lines have boosted pollsters' success
D) people do not vote the same way they answer polls
Answer: B
Difficulty: 2: Moderate
Skill: Application
LO: 8.1: To discuss the importance of research as the essential first step in every public relations
assignment.
AACSB: Application of knowledge
2) Why is it obligatory to begin any public relations campaign with research?

A) Clients will not fund the campaign without it.
B) It creates a much better story to tell opinion leaders in media interviews.
C) Failure to conduct research might lead competitors to spin your campaign messages.
D) Managers want proof that what we advise is based on logic and clear thinking.
Answer: D
Difficulty: 1: Easy
Skill: Concept
assignment.
AACSB: Reflective thinking
3) From plotting a political campaign to promoting a product to confronting a crisis, the first step
in solving any public relations challenge is to ________.
A) conduct research
B) plan a programmatic initiative
C) go with your gut
D) ask your team what their intuition is
Answer: A
Difficulty: 1: Easy
Skill: Concept
assignment.
AACSB: Analytical thinking
1
Copyright © 2020 Pearson Education, Inc.
4) Which of the following is NOT true of research?
A) Every public relations programs should begin with it.
B) It provides a foundation for public relations solutions.
C) It is essential in helping realize management's goals.
D) It is most important at the end of a campaign.
Answer: D
Skill: Concept
assignment.
5) If public relations practitioners expect to receive support from management for a proposed
program, they should expect to share which of the following?
A) their intuition about the desired market segment
B) their instincts about the likes and dislikes of a target audience
C) their data helps determine which messages are most effective with targeted audiences
D) their positive attitude indicating a proposed message strategy will work
Answer: C
Skill: Application
assignment.
6) For any public relations initiative, research should be applied ________.

A) only during the initial phase
B) at all phases of a program
C) only prior to programming
D) only at the end
Answer: B
Skill: Concept
assignment.
7) Research can include all of the following methods EXCEPT ________.

A) interviews
B) intuitive information
C) test scores
D) questionnaires
Answer: B
Skill: Concept
LO: 8.2: To explore research principles, types, and methods.
2
8) Which of the following is NOT a guiding principle in setting standards for public relations
research?
A) to distinguish short-term outcomes from long-term outputs
B) to use various evaluation techniques to determine effectiveness
C) to distinguish between public relations effectiveness and advertising effectiveness
D) to establish clear program objectives and desired outcomes directly to business goals
Answer: A
Skill: Concept
9) All of the following are true of applied research EXCEPT ________.

A) it is used to solve practical problems
B) it is used to develop message strategies
C) it is used to help build theories
D) it is used to determine whether a program has achieved its objectives
Answer: C
Skill: Application
10) From theoretical research in communications, we have learned that ________.

A) the most persuasive communication comes from multiple sources of moderate credibility
B) the most persuasive communication comes from multiple sources of high credibility
C) the less complex a persuasive message is, the less credible it is
D) the more complex a persuasive message is, the more credible it is
Answer: B
Difficulty: 3: Challenging
Skill: Concept
11) Which of the following is NOT characteristic of secondary research?

A) It can be expensive.
B) It focuses on someone else's primary research.
C) It is referred to as "desk research."
D) It includes databases.
Answer: A
Skill: Concept
3
12) Among the primary forms of public relations research, ________ often reveal differences in
the ways management and target audiences view communications materials, media, messages,
and methods.
A) surveys
B) communication audits
C) published company accounts
D) unobtrusive audits
Answer: B
Skill: Concept
13) Which of the following is an element of a survey?

A) a sample
B) a snapshot
C) an analysis
D) an outcome
Answer: A
Difficulty: 1: Easy
Skill: Concept
14) Two essential properties of a random sample are that its selection ________.
A) must be formal and scientific
B) is based on equality and independence
C) must be unobtrusive and results-oriented
D) must be representative of the population and specific target audience
Answer: B
Skill: Concept
15) Of the types of random sampling used, ________ sampling is a procedure that surveys
different segments of the targeted population.
A) cluster
B) systemic random
C) stratified random
D) simple random
Answer: C
Skill: Concept
4
16) Which type of random sample do journalists use to elicit ideas and points of views from
people on the street?
A) a convenience sample
B) a volunteer sample
C) a quota sample
D) a cluster sample
Answer: A
Skill: Application
17) Researchers should observe which of the following when designing a questionnaire?
A) Avoid pre-testing.
B) Ask double-barreled questions.
C) Keep it short.
D) Use only open-ended rather than closed-ended questions.
Answer: C
Skill: Concept
18) In public relations research, the most frequently used type of convenience sample is the
________.
A) cluster sample
B) quota sample
C) stratified sample
D) focus group
Answer: D
Skill: Concept
19) Which of the following techniques does NOT help lead to a higher response rate for a
questionnaire?
A) Attach a letter explaining how important the respondents' answers are.
B) After a month, send out reminders to respond.
C) Hand-stamp rather than meter envelopes.
D) Send a follow-up reminder postcard three days after the original questionnaire.
Answer: B
Skill: Application
5
20) Which of the following is a benefit that interviews provide?
A) a personal, firsthand feel for public opinion
B) an unobtrusive measure of public opinion
C) a communications audit
D) secondhand research
Answer: A
Difficulty: 1: Easy
Skill: Concept
21) Types of interviews include all of the following EXCEPT ________.

A) focus groups
B) Delphi panels
C) communications audits
D) drop-off
Answer: C
Difficulty: 1: Easy
Skill: Concept
22) Which of the following involves researchers delivering short questionnaires to people they
approach in shopping malls or retail outlets?
A) drop-off interviews
B) Delphi panels
C) intercept interviews
D) focus groups
Answer: C
Skill: Application
23) What type of interview occurs when a select panel of experts is exposed to repeated waves of
questionnaires?
A) Delphi panel
B) drop-off interview
C) intercept interview
D) telephone interview
Answer: A
Skill: Concept
6
24) All of the following must be considered when analyzing results EXCEPT ________.
A) reliability
B) validity
C) future questionnaire use
D) margins of sampling error
Answer: C
Skill: Concept
LO: 8.3: To discuss the various research tools and evaluative techniques available to public
relations professionals.
25) A communications audit is designed to help an organization determine ________.

A) the validity of findings from a telephone interview
B) the reliability of findings from TV interviews
C) communications needs, policies, practices, and capabilities
D) the statistical significance of the margins of sampling error
Answer: C
Skill: Concept
26) Which of the following is a type of unobtrusive method of data collection?

A) content analysis
B) intercept interview
C) Delphi panel
D) internet interview
Answer: A
Difficulty: 1: Easy
Skill: Concept
27) The key lesson behind Chapter 8's "A Question of Ethics: (Don't) Name that Boat" is that
________.
A) the research team should have employed post-testing
B) blind taste tests can be misleading unless pre-testing is employed
C) allowing the public to vote on names can be a major mistake
D) corporate sponsorship can lead to more reliable results
Answer: C
Skill: Application
7
28) All of the following are characteristics of evaluation EXCEPT ________.
A) using techniques that measure results against established objectives
B) selecting outcomes randomly, according to the survey design
C) generating data that provides accountability
D) measuring public relations outcomes
Answer: B
Skill: Concept
29) Which of the following are NOT among the four most common techniques used to measure
public relations outcomes?
A) retention and recall measurement
B) awareness and comprehension measurement
C) analysis and synthesis measurement
D) behavior measurements
Answer: C
Skill: Concept
30) In terms of consumer-generated media, Web analytics measure ________.

A) costs per click-through
B) visitors' computer software
C) how often visitors move beyond the homepage
D) what portions of sites are ignored
Answer: A
Skill: Concept
LO: 8.4: To underscore the importance of Web monitoring and tools available for Internet
research.
AACSB: Information technology
8
31) Which of the following is NOT one of the targets of Search Engine Optimization?
A) image search
B) cost per click search
C) local search
D) video search
Answer: B
Skill: Concept
research.
32) The key purpose of social media metrics is to ________.

A) determine social media opinion leaders
B) analyze mobile device usage
C) search consumer purchasing activity
D) measure social media's ROI
Answer: D
Skill: Concept
research.
33) When a public relations professional and her team answer questions related to the purpose of
a social media campaign or a message they want to communicate through a website, they are
________.
A) establishing objectives
B) determining criteria
C) determining benchmarks
D) selecting the right measurement tool
Answer: A
Skill: Application
research.
9
34) When a public relations professional and her team project the hits a website will receive
based on competitive data, they are doing which of the following?
A) establishing objectives
B) determining criteria
C) determining benchmarks
D) selecting a measurement tool
Answer: C
Skill: Application
research.
35) Broadly defined, research is a means of ________.

A) setting campaign objectives
B) defining problems and evaluating solutions
C) selecting optimal benchmarks
D) measuring the activities of public relations practitioners
Answer: B
Skill: Concept
assignment.
36) In the Chapter 8 opening scenario on political polling, the point is that research shouldn't
always be believed.
Answer: TRUE
Skill: Application
assignment.
37) Any public relations campaign should begin with research because it creates a much better
story for the media.
Answer: FALSE
Skill: Concept
assignment.
10
38) The old adage "Figures lie, and liars figure" means that we must be careful in evaluating
empirical data.
Answer: TRUE
Difficulty: 1: Easy
Skill: Concept
assignment.
39) The only way to ensure that public relations advice for management is headed in the right
direction is to base that advice on hard data whenever possible.
Answer: TRUE
Difficulty: 1: Easy
Skill: Concept
assignment.
40) Most clients and managers are more interested in what their public relations advisors think
than what they know.
Answer: FALSE
Skill: Concept
assignment.
41) Members of management prefer that public relations professionals demonstrate how their
efforts contribute to overall organizational goals rather than to the bottom line.
Answer: FALSE
Skill: Application
assignment.
42) Research is the systematic collection and interpretation of information to increase

understanding.
Answer: TRUE
Difficulty: 1: Easy
Skill: Concept
assignment.
11
43) When measuring public relations outputs and outcomes, it is important to remember that
outcomes are short-term, and outputs are more far-reaching.
Answer: FALSE
Skill: Concept
assignment.
44) Applied research is neither strategic nor evaluative, but instead is theoretical.
Answer: FALSE
Skill: Concept
45) Applied research solves practical problems in public relations.

Answer: TRUE
Difficulty: 1: Easy
Skill: Concept
46) Because of limited budgets, secondary research makes sense when launching a research
effort.
Answer: TRUE
Skill: Concept
47) Content analysis and readability studies are among the unobtrusive research methods used by
public relations practitioners.
Answer: TRUE
Skill: Application
48) Communication audits often reveal differences in the ways management and target audiences
view communications materials, media, messages, and methods.
Answer: TRUE
Difficulty: 1: Easy
Skill: Concept
12
49) Descriptive surveys are concerned with cause and effect.
Answer: FALSE
Skill: Concept
50) As a public relations practitioner drawing a survey sample, you would want to make sure that
it is representative of the total public whose views are sought.
Answer: TRUE
Skill: Application
51) Cross-sectional sampling is either random or nonrandom.

Answer: TRUE
Skill: Concept
52) To increase the likelihood that a person responds to a questionnaire, attach a letter explaining
how important the respondents' answers are and let them know they will remain anonymous.
Answer: TRUE
Difficulty: 1: Easy
Skill: Application
53) The focus group is one of the least frequently used interview types in public relations.
Answer: FALSE
Skill: Concept
54) An intercept interview is a popular approach used to capture consumers' attitudes,

perceptions, preferences, and behavior.
Answer: TRUE
Skill: Concept
13
55) Reading Chapter 8's "A Question of Ethics: (Don't!) Name that Boat" one can conclude that
research-based conclusions can be misleading.
Answer: TRUE
Skill: Concept
56) Copy testing is an obtrusive method of data collection.

Answer: FALSE
Difficulty: 1: Easy
Skill: Concept
57) Outcome evaluation could include measurement of consumer attitudes before and after a
product launch.
Answer: TRUE
Skill: Concept
58) The ultimate test of measuring the effectiveness of a public relations effort is attitude
measurement.
Answer: FALSE
Skill: Concept
59) Hits and eyeballs are important terms when assessing the impact of the Web for research.
Answer: TRUE
Difficulty: 1: Easy
Skill: Concept
research.
14
60) The key purpose of social media metrics is to analyze mobile device usage.
Answer: FALSE
Difficulty: 1: Easy
Skill: Application
research.
61) Why is research even more important to public relations practitioners today than it was just a
decade ago?
Answer: In an era when resources are scarce, management craves data–facts and statistics, in
particular–that contribute and support the bottom line as well as overall business goals. With
management guided by quantitative, empirical measurements, researched data provides a
currency that professionals can exchange when they are seeking management buy-in for
programs and actions. It provides proof that is more logical, that demonstrates more clear
thinking when it applies to audiences–including their likes and dislikes–and effective messages
for those audiences.
Difficulty: 1: Easy
Skill: Concept
assignment.
62) Describe outputs and outcomes in public relations research, and discuss their differences.
Answer:
• Output phenomena are usually short-term, surface aspects, and include, for example, the
amount of media coverage received or exposure given to a particular message.
• Outcome phenomena are usually more far-reaching, carry greater impact, and include, for
example, the amount of change in awareness, attitudes, and even behavior.
Skill: Concept
assignment.
15
63) What is a sample? Name the two cross-sectional approaches used to obtain a sample. How
many people would you need to sample in a population of 500,000 to arrive at a five percent
margin of error?
Answer:
• A sample is a selected group or targeted group of the total population whose views you are
seeking.
• Two cross-sectional approaches used to obtain a sample are the more formal, random, and
less formal, nonrandom.
• You would need just 383 people in a population of 100,000 to 500,000 to arrive at a five
percent margin of error.
Skill: Concept and Application
AACSB: Application of knowledge, analytical thinking
64) Describe a communications audit and explain how it is used.

Answer:
• A communications audit reveals disparities between real and perceived communications
between management and target audiences.
• Communicatons audits help determine whether a communications group and the products it
produces are realizing objectives and how the institution is perceived by its core constituents.
• Communications audits often provide benchmarks against which future public relations
programs can be applied and measured.
• The data uncovered are frequently used by management to make informed decisions about
future communications needs and goals.
Skill: Concept and Application
16
Test Bank for The Practice of Public Relations 14th Edition by Seitel
65) List and discuss the most common social media metrics that public relations practitioners use
to measure return on investment (ROI).
Answer:
• Blogger outreach: Measuring success in reaching bloggers consists of determining how many
bloggers wrote about your campaign, how many comments, the posts received, how many social
shares the posts received, etc.
• Twitter analytics: Measuring Twitter value consists of determining how often people used
your hashtag, new followers generated by the campaign, cost vs. click-throughs of sponsored
tweets, etc.
• Facebook analytics: Facebook offers built-in tools and demographic options to help measure
success. These include the ability to count how many times people "liked" the particular
message, determine if the targeted demographic was reached (using Facebook Insights), and
evaluating cost and click-through rates of Facebook ads.
• YouTube and other video sites: Use of online video can be measured through assessing
number of views received, assessing "likes" and "favorites" received, counting new subscribers
to the channel, etc.
Skill: Application
research.
AACSB: Information technology, application of knowledge
17
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Test Bank for The Practice of Public Relations 14th Edition by Seitel

Test Bank for The Practice of Public Relations 14th

To download the complete and accurate content document, go to:

Visit TestBankBell.com to get complete for all chapters

2) Why is it obligatory to begin any public relations campaign with research?

6) For any public relations initiative, research should be applied ________.

7) Research can include all of the following methods EXCEPT ________.

9) All of the following are true of applied research EXCEPT ________.

10) From theoretical research in communications, we have learned that ________.

11) Which of the following is NOT characteristic of secondary research?

13) Which of the following is an element of a survey?

21) Types of interviews include all of the following EXCEPT ________.

25) A communications audit is designed to help an organization determine ________.

26) Which of the following is a type of unobtrusive method of data collection?

30) In terms of consumer-generated media, Web analytics measure ________.

32) The key purpose of social media metrics is to ________.

35) Broadly defined, research is a means of ________.

42) Research is the systematic collection and interpretation of information to increase

45) Applied research solves practical problems in public relations.

51) Cross-sectional sampling is either random or nonrandom.

54) An intercept interview is a popular approach used to capture consumers' attitudes,

56) Copy testing is an obtrusive method of data collection.

64) Describe a communications audit and explain how it is used.

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