Public Relations Research Methodologies Quiz
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Questions and Answers

Which of the following is NOT a reason why public relations campaigns might fail?

  • People may interpret campaign messages in unexpected ways.
  • People may seek information from other sources.
  • Objective information always changes pre-existing opinions. (correct)
  • People may avoid or reject messages that conflict with their beliefs.

According to the provided material, what is one thing commonly included in a panel presentation for accreditation?

  • A list of professional contacts
  • A detailed budget
  • A personal history
  • A public relations plan (correct)

What is a key element you need to apply when preparing for the Examination's scenario questions?

  • Ability to conduct formal research
  • Experience in public speaking
  • Apply understanding of the four-step process (correct)
  • Capacity to plan effective media campaigns

Which of the following research methodologies is NOT explicitly mentioned in the document?

<p>Experimental research (B)</p> Signup and view all the answers

When considering research methodologies, what does the document suggest about budget and time?

<p>They can greatly affect the methodology chosen (D)</p> Signup and view all the answers

According to the document, if you need information from legislators or CEOs, what research method is most likely to be useful?

<p>Personal interviews (C)</p> Signup and view all the answers

What is essential when identifying and prioritizing publics for a public relations plan?

<p>Focusing on those most impacted by a campaign (D)</p> Signup and view all the answers

Which of the following is LEAST likely to be a factor when choosing a research method according to the text?

<p>Political implications (B)</p> Signup and view all the answers

Which research method is best suited for measuring latent content characteristics?

<p>Content analysis (C)</p> Signup and view all the answers

What is a primary benefit of utilizing content analysis in communication research?

<p>It is highly cost-effective and easy to replicate. (A)</p> Signup and view all the answers

Which method is known for its speed of administration?

<p>Telephone surveys (A)</p> Signup and view all the answers

Which method allows for the use of supporting materials during data collection?

<p>Intercept interviews (C)</p> Signup and view all the answers

What is a significant limitation of using in-depth interviews for communication research?

<p>They require highly trained interviewers. (C)</p> Signup and view all the answers

Which research method is particularly effective at identifying bottlenecks in information flow within an organization?

<p>Communication audit (C)</p> Signup and view all the answers

What is a significant limitation of telephone surveys, stemming from caller ID?

<p>Reduced response rate due to call screening (A)</p> Signup and view all the answers

Which of these is a disadvantage when using in-depth interviews?

<p>They have the potential for safety risks for the interviewer. (A)</p> Signup and view all the answers

Which method is cited as having limited length and scope?

<p>Both intercept interviews and telephone surveys (A)</p> Signup and view all the answers

What is a noted advantage of using telephone surveys?

<p>Acceptance as an industry standard (A)</p> Signup and view all the answers

Which of the following is a primary strength of content analysis, as compared to other methods?

<p>Its ease of replication and extension over time. (C)</p> Signup and view all the answers

What is a major drawback when conducting a communication audit?

<p>It is a labor intensive process. (A)</p> Signup and view all the answers

Which method is considered to be slow in its completion process?

<p>Mail survey (A)</p> Signup and view all the answers

What is a significant advantage of using telephone interviews compared to other methods, such as in person?

<p>They possess all of the benefits found in mail surveys. (C)</p> Signup and view all the answers

Which method is most susceptible to skewness in favor of older respondents?

<p>Telephone surveys (A)</p> Signup and view all the answers

What type of method relies on the experience and objectivity of the person conducting it?

<p>Focus groups (C)</p> Signup and view all the answers

Which method is best suited for reaching highly paid professionals and busy people?

<p>Phone interviews (C)</p> Signup and view all the answers

Which of the following is a disadvantage of phone interviews?

<p>They have potential for significant interviewer effects (A)</p> Signup and view all the answers

What type of data can be collected through phone interviews?

<p>Both unobtrusive information and complex probes (C)</p> Signup and view all the answers

What is a noted disadvantage for complaint reviews?

<p>They have a limited ability to project onto a greater population (C)</p> Signup and view all the answers

What is a benefit of tracking calls, purchases and hits?

<p>They can provide early warning of emerging issues (C)</p> Signup and view all the answers

Which of these methods is noted as having the potential for a 'validation of respondent identity'?

<p>Phone interviews (A)</p> Signup and view all the answers

Which of the following is an advantage of a phone interview over in person interviews?

<p>They are less expensive to conduct (B)</p> Signup and view all the answers

Which of the following is true about formal phone interviews?

<p>They are not primary research (B)</p> Signup and view all the answers

What is a key element of successful public relations programs?

<p>Proactive, strategic planning with measurable objectives (C)</p> Signup and view all the answers

What does the 'RPIE' process stand for in public relations?

<p>Research, Planning, Implementation, Evaluation (D)</p> Signup and view all the answers

Which of the following is NOT a part of the evaluation process in public relations?

<p>Assigning tasks to team members (A)</p> Signup and view all the answers

How should the success of public relations programs be measured according to the Barcelona Principles?

<p>Through changes in awareness, comprehension, and behavior (C)</p> Signup and view all the answers

What is the importance of using both qualitative and quantitative methods in evaluation?

<p>To ensure a comprehensive understanding of program effectiveness (A)</p> Signup and view all the answers

Which principle from the Barcelona Principles emphasizes the importance of evaluation?

<p>Measuring communication outcomes is essential (C)</p> Signup and view all the answers

What approach should be taken when developing public relations strategies?

<p>Grounding strategies in thorough research (D)</p> Signup and view all the answers

What does proactive planning in public relations entail?

<p>Developing structured plans based on research (C)</p> Signup and view all the answers

What do uncontrolled communications channels include?

<p>Newspapers and social media commentaries (C)</p> Signup and view all the answers

Which type of research involves applying both quantitative and qualitative methods?

<p>Primary research practices (D)</p> Signup and view all the answers

What is the primary purpose of audience identification in strategic planning?

<p>To assess the interests of influential institutions (D)</p> Signup and view all the answers

Which term best describes the distinction between goals and objectives in planning?

<p>Goals are general outcomes; objectives are specific actions (A)</p> Signup and view all the answers

What is a key analytical skill in evaluating strategic communication efforts?

<p>Objectively interpreting data (B)</p> Signup and view all the answers

Which research application involves understanding stakeholder perspectives?

<p>Developing a communication strategy (B)</p> Signup and view all the answers

In strategic thinking, what is crucial for positioning an organization?

<p>Synthesizing relevant information from various sources (A)</p> Signup and view all the answers

What is the significance of respecting diversity among target audiences?

<p>It enhances the reception and effectiveness of communication (A)</p> Signup and view all the answers

Flashcards

Uncontrolled Communications Channels

Methods of delivering messages that are not directly controlled by the sender, like newspapers, radio, and social media.

Research (Concepts)

Understanding and applying different research methods, such as primary/secondary, formal/informal, quantitative/qualitative.

Research (Applications)

Using research techniques to gather information about a company, industry, or relevant issues.

Analytical Skills

Continuously analyzing factors affecting a client, stakeholders, and the business environment.

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Strategic Thinking

Combining relevant information to understand a client's positioning in the market.

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Planning

Setting clear goals and objectives based on the research.

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Audience Identification

Distinguishing between different groups, including publics, markets, audiences, and stakeholders.

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Communication Channels

Identifying appropriate communication channels to reach target audiences effectively.

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Cultural Sensitivity

The process of understanding and addressing the cultural preferences, needs, and communication barriers of target audiences.

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Culturally & Linguistically Appropriate Communication

Developing communication strategies and tactics that are appropriate for the cultural and linguistic characteristics of the target audience.

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RPIE Process

A systematic process for planning, implementing, and evaluating public relations programs.

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Research (RPIE)

The first step of the RPIE process, involves gathering information about the target audience, the organization, and the communication environment.

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Planning (RPIE)

The second step of the RPIE process, involves setting clear goals and objectives, developing strategies and tactics, and creating a budget and timeline.

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Implementation (RPIE)

The third step of the RPIE process, involves putting the plan into action, executing the strategies and tactics, and managing the communication process.

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Evaluation (RPIE)

The final step of the RPIE process, involves measuring the effectiveness of the public relations program, analyzing the results, and using that information to improve future programs.

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Barcelona Principles

Barcelona Principles emphasize measuring communication outcomes, not just outputs. Outcomes include changes in awareness, comprehension, opinions, or behavior.

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Primary Research

A research method that involves gathering new data directly from the source through methods like surveys, interviews, experiments, or focus groups.

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Secondary Research

Utilizes existing data that was collected for another purpose, such as publicly available reports, articles, or databases.

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Qualitative Research

A systematic approach to collecting and analyzing data that focuses on understanding the 'why' and 'how' behind opinions, behaviors, and experiences.

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Quantitative Research

Involves collecting and analyzing numerical data, such as statistics and surveys, to identify patterns and trends.

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Identifying Publics

The process of identifying, prioritizing, and segmenting different audiences (publics) that are relevant to a public relations campaign.

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Understanding Publics

Understanding the target audience's needs, interests, and behaviors to tailor messaging effectively.

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Public Relations Planning

The systematic and strategic process of planning and executing communications programs to achieve specific goals.

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Applying Research Findings

The ability to analyze and interpret research findings to make informed decisions about public relations strategies and tactics.

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Focus Groups

A research method where groups of people are brought together to discuss a topic, moderated by a facilitator.

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Intercept Interviews

A research method where individuals are interviewed one-on-one, allowing for in-depth exploration of their thoughts and experiences.

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Telephone Surveys

A research method where questions are asked over the phone, reaching a wide range of respondents quickly.

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Mail Surveys

A research method where surveys are mailed to respondents, allowing for self-paced completion and anonymity.

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Focus Groups: Advantage - In-depth Insights

One advantage of focus groups is the ability to gather in-depth insights from a group of people, exploring complex ideas and perspectives.

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Focus Groups: Limitation - Narrow Scope

One limitation of focus groups is their relatively narrow scope, often restricted to a specific topic or target audience.

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Intercept Interviews: Advantage - Targeted Sampling

One advantage of intercept interviews is their ability to target specific locations and demographics, ensuring relevant data is gathered.

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Intercept Interviews: Limitation - Short Duration

One limitation of intercept interviews is their limited length and scope, often restricted to quick interactions in public spaces.

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Content Analysis

A research method that examines the content of communication materials to identify patterns and themes. It helps understand how messages are constructed and interpreted.

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Communication Audit

A research method that uses a combination of techniques to evaluate a company's communication strategies and their effectiveness. This includes examining plans, messages, and results.

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In-depth Interviews

A research method that involves gathering information through direct, one-on-one conversations with individuals to gain in-depth insights.

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Surveys

A research method that involves collecting information from a large group of people through structured questionnaires or surveys. This helps obtain general trends and opinions.

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Observation

A research method that involves observing and analyzing the behavior and interactions of individuals in a natural setting, often without their knowledge.

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Research Reliability & Validity

The reliability and validity of research findings depend on how well the research methods are designed and executed. This ensures the results are accurate and trustworthy.

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Units of Measurement, Observation, and Attributes

When conducting research, it's crucial to define the units of measurement, units of observation, and attributes to be coded. This ensures consistency and accurate analysis.

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Choosing the Right Research Methods

Different research methods have different strengths and weaknesses, and selecting the right method is essential for achieving successful research outcomes.

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Phone interviews

This method is well-suited for gathering information from professionals and busy individuals, as it allows for quick completion and saves time compared to in-person interviews.

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Complaint reviews

This method helps understand the impact of efforts through direct feedback, providing early warning of emerging issues and outlining the areas for improvement.

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Tracking calls, hits, purchases

This method is effective for tracking the impact of communication efforts by directly measuring specific actions taken by the target audience.

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In-person interviews

This method involves conducting individual interviews with respondents to gather in-depth information. It allows for more detailed understanding of the respondent's perspective, but can be time-consuming and expensive.

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Informal research

This method involves gathering information in an informal and unstructured way, like through casual conversations or online forums. It allows for quick exploration of ideas and gathering insights, but may lack scientific rigor.

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Study Notes

Sixth Edition Study Guide for the Examination for Accreditation in Public Relations

  • This is a preparation tool for candidates taking the Examination for Accreditation in Public Relations (APR).
  • It's the 2021 edition of the study guide.
  • It's produced by the Universal Accreditation Board, functioning as part of the Public Relations Society of America.
  • The guide's website is www.praccreditation.org.

Acknowledgments

  • The Universal Accreditation Board (UAB) created this study guide to help candidates prepare for the APR exam.
  • The exam tests broad business and communication knowledge, strategic perspective, and sound professional judgment.
  • The exam demonstrates comprehensive knowledge of ethical public relations as a management function.
  • The exam questions are based on analyses of public relations practice in 2000, 2010, 2015, and 2020.
  • Over 70 areas of competence were identified from research conducted with mid-career practitioners.
  • Experts, test developers, and psychometricians developed and reviewed the questions.

About the Universal Accreditation Board

  • The UAB was established in 1998.
  • The board is a certifying agency for public relations professional organizations and public affairs practitioners.
  • Nine U.S. professional organizations participate in the APR accreditation program:
    • Asociación de Relacionistas Profesionales de Puerto Rico
    • California Association of Public Information Officials
    • Florida Public Relations Association
    • Maine Public Relations Council
    • National Association of Government Communicators
    • National School Public Relations Association
    • Public Relations Society of America
    • Religion Communicators Council
    • Southern Public Relations Federation
  • The UAB also involves practitioners and military personnel in the program operations.
  • The board oversees the Accredited in Public Relations (APR), Accredited in Public Relations and Military Communication (APR+M), and the Certificate in Principles of Public Relations programs.

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APR Study Guide 2021 PDF

Description

Test your knowledge on the key elements of public relations research methodologies. This quiz covers various aspects including campaign failures, research methods, and prioritizing publics for effective communication strategies. Enhance your understanding of research techniques and their applications in PR campaigns.

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