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Public Relations and Research Literacy > Final Exam > Flashcards

Final Exam Flashcards

1
Q

If a measuring device measures time and time again accurately, is it reliable or valid?

A

reliable

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2
Q

What are the four forms of measurement validity?

A

Face
Content Validity
Criterion-related Validity
Construct Validity

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3
Q

If you sample poorly or create a methodology for doing research that is not much like reality, what have you damaged?

A

validity

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4
Q

Reliability

A

Does our measuring tool measure consistently and is it stable?

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5
Q

Validity

A

Did we measure well what we wanted to measure?

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6
Q

External validity

A

Are findings representative

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7
Q

Internal validity

A

Are our measuring tools and techniques measuring the phenomenon that we intended to measure?

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8
Q

Face validity

A

“on the face
of its definition” measures the concept
- “What is your age?” measures age

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9
Q

Content validity

A

-Experts agree
that your measure is valid
-Validity is based on authority and credibility of judges

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10
Q

Criterion-related Validity

A

requires comparison to other criteria

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11
Q

Construct validity

A

Construct validity is the experimental demonstration that a test is measuring the construct it claims to be measuring.

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12
Q

How would you define the concept of a focus group?

A

the most common Informal Research method used in PR and advertising, semi-structured group interview with results analyzed using qualitative methods

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13
Q

Is it a common tool of PR and advertising professionals?

A

yes

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14
Q

How do advertising and PR professionals use focus groups?

A

attempt to define problems, gather reactions to proposed solutions

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15
Q

Is a focus group qualitative or quantitative (formal or informal)?

A

qualitative (informal)

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16
Q

How should a good focus group be set up?

A

Group should be homogeneous (people who are similar)
Participants should not already know one another.
Qualify group members with screening test to make sure you protect group homogeneity
Recruit more participants than desired because some people won’t show up
Choose a convenient time and location

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17
Q

What is the role of the moderator in carrying out a good focus group?

A

participants can be asked to explain what they mean=eliminating one source of error, misunderstandings by researchers moderator leads the discussion through a series of topics, rather than asking a specific set of questions, moderator follows a “protocol” which can range from a rough outline of topics to a carefully constructed list of topics

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18
Q

How many participants?

A

6-12

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19
Q

How long will they last?

A

1-3 hours (ed fred says no longer than 1)

20
Q

What information is provided by focus groups?

A

attempt to define problems, gather reactions to proposed solutions

21
Q

What advantages does it offer?

A

participants can be asked to explain what they mean=eliminating one source of error, misunderstandings by researchers

22
Q

What are its disadvantages?

A

not generalizable to the entire population

23
Q

What common types of readership studies are done on print media and what will each tell a PR professional?

A 
Readership Surveys
- reader profiles
- item-selection studies
- reader-nonreader studies
- uses and gratification studies
- journalist-reader comparisons
Readability research
24
Q

What does the audience’s uses of the media mean?

A

utility of information

25
Q

What does it mean when we say that the audience receives gratification from its use of the media?

A

emotional or psychological reward

26
Q

What two types of circulation research are done?

A

aided recall and frequency

27
Q

Managers of publications examine what type of questions about their publications through research?

A

determines who reads or doesn’t read, a specific time frame, frequency

28
Q

What do readership studies attempt to assess?

A

demographics, psychographics, and lifestyle segmentation

29
Q

Which service provides audience data for TV?

A

Nielson Media Research

30
Q

What methods are used to collect information on audiences?

A

Terms

31
Q

Is data available only for national programs?

A

US and Canada as well as regional tv and local cable

32
Q

What is a rating point?

A

the percentage of households in a population who are tuned in to a specific program

33
Q

What is a share point?

A

the percent of PUR or HUT tuned in

to a specific program

34
Q

What is HUT?

A

Homes Using Television

35
Q

What is PUR?

A

Persons Using Radio

36
Q

What is CPM?

A

Cost Per Thousand

37
Q

If I wanted to know how cost effective an advertisement on a program is, which of these terms would an advertiser look at?

A

CPM

38
Q

Besides Nielsen ratings, do media test their programs in any other ways?

A
  1. Automated meters
  2. Hand-written diaries
  3. Telephone surveys for special study questions
    such as a telephone coincidental
39
Q

Gross ratings points

A

total of all ratings of all the media in the advertising plan

40
Q

reach

A

the percent of the target audience with
the opportunity to be exposed to a message
at least once.

41
Q

average frequency

A

the number of times
an audience member is likely to be exposed
to the message

42
Q

Arbitron

A

provides ratings for network and local

radio programming

43
Q

What research is carried out to evaluate ads’ impact on each?

A
  1. consumer jury tests. A group of 50-100 shown ads
    and then rate them at catching attention
  2. eye-tracking studies record where a test subjects
    eyes travel while viewing an ad.
  3. T-scope=ads flashed in front of subject to
    determine how long it takes to recognize
    a product or headline or brand name.
  4. physiologic tests like pupil meters, galvanic
    skin response.
  5. Semantic differential scales
44
Q

Cognitive

A

attention, awareness, exposure,

recognition, comprehensive, recall

45
Q

Affective

A

attitude change, liking/disliking, involvement

46
Q

Connotative

A

trial behavior, intention to buy, purchasing

Public Relations and Research Literacy (8 decks)

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