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Test 1 Flashcards

0
Q

Preliminary fact finding includes the ______ ____ and ____ _____

A

Initial interview and archival research

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1
Q

What does PIE stand for

A

Planning, implementation, evaluation

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2
Q

Preliminary fact finding is followed by at least one form of _____ _____

A

Secondary research

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3
Q

Looking back on what they’ve already done

A

Archival research

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4
Q

These are newsletters, annual reports, other publications

A

External documents

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5
Q

These are memoranda, board meeting minutes, and summaries of previous campaigns,

A

Internal documents

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6
Q

Gathering research that has been conducted/published elsewhere

A

Secondary research

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7
Q

Same information provided through state and federal government

A

Government sources

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8
Q

The science of grouping individuals by characteristics over which individuals have little or no control, such as age, gender, race, ethnicity

A

Demographics

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9
Q

The science or grouping individuals together by their lifestyle choices Over which they do have control, such as levels of education, occupation, income, housing choice, marital status, family size

A

Pyschographics

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10
Q

50 and over

A

Seniors

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11
Q

80 and older

A

Elderly

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12
Q

Born in the 1950s/early 1960s

A

Baby boomers

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13
Q

Thirty-something’s born in mid 1960s/ early 1970s

A

Mid lifers

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14
Q

Twenty something’s, typically children of early baby boomers

A

Generation X

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15
Q

Children of late baby boomers, mostly teens and preteens

A

Generation Y

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16
Q

Audiences that can be reached through affiliation

A

Prepackaged

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17
Q

Chosen to provide all information from key audiences- surveys, questionnaires, focus groups, field trips, observations

A

Primary research method

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18
Q

Questions raised by the background research that will be answered on the primary research

A

Research objectives

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19
Q

Consumer habits and purchasing decisions, media habits, attitudes beliefs and opinions, existing knowledge are the broad categories for what

A

Research objectives

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20
Q

Free to anyone

A

Traditional news sources

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21
Q

Available by subscription

A

Specialized sources

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22
Q

After all the background research information is gathered, the preliminary fact finding should be combined in a background _____ ____

A

Research summary

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23
Q

This can help an organization spend its resources wisely and avoid spending them addressing non-existent issues

24
There are 2 general categories of research that public relations professionals deal with:
Qualitative and quantitative
25
Cost and speed, opportunity for probing breadth and depth of responses, effectiveness with special audiences, visual stimuli, sense of security, and serendipity and spontaneity are all advantages of what
Qualitative
26
The person gathering the information becomes an active or passive participant in the activity being studied, similarly to working undercover
Field observations
27
Allows the researcher to closely watch the consumer as they interact with the product or exhibit other behaviors
Direct consumer observations
28
A research technique that involves smiling confidential surveys in multiply cycles
Delphi study
29
One in which questions are asked on a varsity of topics (tobacco)
Omnibus survey
30
Allows the respondents to choose their own adjectives or adverbs
Open-ended objectives
31
Provide to the respondents a list or responses such as adjectives and adverbs from which life to choose
Close-ended questions
32
Research questions that ask for factual inform won
Demographic/psychographic questions
33
Ask for opinions
Substantive
34
A survey question with only two possible answers
Dichotomous questions
35
Questions that are followed by a list of three or more possible responses
Multiple-choice questions
36
Research questions that ask the respondent to choose from a list of possible answers that moves upward or downward from a natural Zero point
Barometer scale questions
37
Research questions that ask respondents to choose tenor answers from a list that includes extremes and various degrees between
Likert scale questions
38
Research questions that ask respondents to rank order items from a list, such as first preference and second
Ranking scale questions
39
A research question that contains the error of including more than one question combined to ask for one answer
Double-barrel questions
40
As scientific study of the media coverage of a topic or issue
Content analysis
41
1. Defined the purpose of study 2. Define the communication to be studied 3. Define the coding categories to be counted 4. Sample and categorize the message 5. Analyze and interpret the results
These are 5 steps in the process of content analysis
42
General outcome of a campaign
Goals
43
The information you want your audience to know
Informational objectives
44
What you want your audiences to do
Motivational objectives
45
Influencing the policy decisions of governmental bodies
Statutory objectives
46
Increase in product sales for a profit making company
Financial objectives
47
Objectives should be ___ ____. ____
Realistic, clearly defined, and measurable
48
Basic ideas you want your audience to remember
Messages
49
Overarching ideas that relate to all your audiences on I've performance
Themes
50
Categories of communication tactics used to reach audiences
Communication channels
51
Overall concept, approach, or plan for the performs
Strategies
52
Print, brochures, news media, advertising
Media channels
53
Events, community involvement, direct mail
Non-media channels
54
Email, blogs, internet, social media
Interactive media channels
55
Factors to be considered
Who the client is, who the Audiences are, time available
56
Advantages of news media
Credibility, low cost, handles complex material, permanence
57
Drawbacks of newspapers
Control of message is lost,lack of appeal to the youth, skepticism
58
Advantages of magazines
Ability to target specific audiences, editors look more favorably at publicity materials,

Public Relations (1 decks)

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