5

Question 1

public relations professionals use research for which of the following reasons?

Accepted Answer

all of the above

Answer

achieving credibility with management

Answer

defining audiences and segmenting publics

Answer

formulating strategy

Answer

testing messages

Question 2

The use of existing information in books, articles, and electronic databases is known as:

Accepted Answer

secondary research

Answer

primary research

Answer

qualitative research

Answer

summative research

Answer

professional research

Question 3

which of the following is NOT an example of qualitative research?

Accepted Answer

focus groups

Answer

mail surveys

Answer

in-depth interviews

Answer

observation

Answer

role-playing strategies

Question 4

The most precise random sampling is usually done from:

Accepted Answer

lists that give the name of everyone in the targeted audience

Answer

specialized public relations firms

Answer

federal government agencies

Answer

impetus from exploratory focus groups

Answer

precision content analysis

Question 5

The first element in a public relations plan is a:

Accepted Answer

situation analysis

Answer

calendar/timetable

Answer

development of strategies and tactics

Answer

setting of objectives

Answer

crafting of news releases

Question 6

Which of the following is an example of an informational objective?

Accepted Answer

respondent awareness level

Answer

attendance figures

Answer

website hits

Answer

advertising equivalency

Answer

behavior change

Question 7

which is NOT an element of Ketchum's strategic planning model?

Accepted Answer

all of the above

Answer

facts

Answer

goals

Answer

audience

Answer

key messages

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