WorksheetsPR ch 5 self study
Total questions: 10
Worksheet time: 5mins
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
