PR ch 5 self study

1. When should you conduct summative research?

• Before a campaign launches

• At the start of a campaign

• At least one month into a campaign

• At the end of a campaign
  

2. ____________ are internal factors that make it harder for your organization or client to do what it sets out to do, while ______________ are external factors that help your organization reach its goals.

• Weaknesses; strengths

• Threats; strengths

• Threats; opportunities

• Weaknesses; opportunities
  

3. An organization's _________________ describes a desired end-state resulting from its work.

• mission statement

• vision statement

• goals and objectives

• communications plan

4. Julie is 20 years old and lives in Houston, Texas. She is a junior in college, and she likes to eat healthy. Which of the following is an example of psychographic data?

• she is 20 years old

• she lives in houston

• she is in junior college

• she likes to eat healthy

5. Which of the following is NOT an example of a quantitative research method?

• content analysis

• survey

• experiment

• focus group

6. Which type of research expands BEYOND the numbers and data that surveys and experiments can provide?

• qualitative

• quantitative

• formal

• summative

7. __________________ research involves the re-use of existing research, whereas ______________ research involves collecting your own data.

• Primary; secondary

• Secondary; primary
  

• Qualitative; quantitative

• Informal; formal

8. ______________ is conducted with rules and procedures that allow for more confidence in the results.

• informal research

• formal research

• quantitative research

• secondary research

9. ____________ refers to the accuracy of a measurement or observation in reflecting what the research intends to measure or observe.

• fairness

• reliability

• validity

• quality

10. In utilitarian ethics, you should consider which action:

• Does the most good and least bad
  

• Is the most useful to the group
  

• Requires the clearest disclosures

• Affects minority groups the least