Question 1

Checks of museum floor tile wear patterns, library check-out records, and agency appointment records are examples of which one of the following?

Accepted Answer

These are examples of indirect or unobtrusive measures, which involve using existing data or observations to make inferences about behavior or attitudes, without directly asking individuals.

Question 2

Which one of the following should NOT be used in evaluating publicity?

Accepted Answer

Evaluating publicity should focus on qualitative aspects like message delivery, audience reach, and alignment with performance standards, rather than equating it directly with advertising costs. The cost of equivalent advertising space does not accurately reflect the value or impact of publicity efforts.

Question 3

Which one of the following companies specializes in television and radio audience research?

Accepted Answer

The Arbitron Company is specifically known for providing audience research for television and radio. The other companies listed specialize in different areas such as print media or traffic analysis.

Question 4

What is the most common error in attempts to evaluate public relations programs?

Accepted Answer

The most common error in attempts to evaluate public relations programs is substituting measures from one evaluation level for those needed at another. For example, using outputs (such as media clips) to measure outcomes (such as changes in public opinion) or using outcomes to measure impact (such as changes in business results). It is important to use the appropriate measures for each level of evaluation to ensure accurate and meaningful results.

Question 5

Using a clipping service to provide clips of published news releases provides information about which type of reader?

Accepted Answer

The answer of Using a clipping service to provide clips...

Question 6

A "SMART" objective reflects all of the following EXCEPT which one?

Accepted Answer

A "SMART" objective should be radical. Instead, it should be realistic and achievable.

Question 7

Today, most public relations program evaluations are done at which level?

Accepted Answer

The answer of Today, most public relations program evaluations are...

Question 8

Which step of the evaluation process distinguishes professional practice from technical craft?

Accepted Answer

Adding to professional knowledge distinguishes professional practice from technical craft. This involves staying up-to-date with the latest research, theories, and best practices in the field, and using this knowledge to inform evaluation processes and decision-making. The other options are important steps in the evaluation process, but do not necessarily distinguish professional practice from technical craft.

Question 9

Which one of the following broadcast audience monitoring techniques records every viewer in sample homes?

Accepted Answer

People meter technique records every viewer in sample homes by electronically monitoring the viewing behavior of all those in the household. Diary log, receiver meter, telephone interview, and aided recall do not record every viewer in sample homes.

Question 10

Which one of the following does NOT assess program impact on behavior?

Accepted Answer

Surveys testing increased knowledge do not directly assess program impact on behavior. While knowledge may be a precursor to behavior change, it is not a direct measure of behavior change itself. The other options listed all involve some form of observing, tracking, or directly measuring behavior, which would more directly assess program impact on behavior.

Question 11

Whether or not key publics were missed in the original determination of stakeholder groups relates to which phase of research?

Accepted Answer

The preparation phase of research involves identifying and selecting the stakeholder groups that need to be engaged in the research process. Therefore, if key publics were missed in the initial determination of stakeholder groups, it likely occurred during this phase.

Question 12

The major reasons for increased use of evaluation research include all EXCEPT which one of the following?

Accepted Answer

The other options provide valid reasons for increased use of evaluation research, such as a growing emphasis on accountability and a results-oriented approach by management. The requirement for public relations students to take a research class may also contribute to a better understanding and utilization of evaluation research. However, the lack of qualified outside vendors of research services is not a reason for increased use, but rather a potential obstacle.

Question 13

Which statement refers to true evaluation research?

Accepted Answer

True evaluation research uses systematic and controlled methods to assess the effectiveness or impact of an intervention or program. It is not biased towards supporting pre-existing beliefs or intended to impress clients or management. While it may gather supportive data, its primary focus is on objectively assessing outcomes. Demonstrating new skills may be a byproduct of conducting evaluation research, but it is not the defining characteristic of the approach.

Question 14

News clippings are the best measure of which one of the following?

Accepted Answer

News clippings primarily measure the number of messages placed in the media, as they are physical or digital copies of articles, advertisements, or mentions within media outlets.

Question 15

Which one of the following is NOT an assessment used in the preparation phase of program evaluation?

Accepted Answer

Assessment of the amount of knowledge gained in the target public is typically conducted during the implementation or post-program phases of program evaluation, not during the preparation phase. During the preparation phase, assessments focus on the adequacy, organization, and content of program materials, as well as the presentation quality.

Question 16

Increasingly, practitioners are being asked to document measurable results.What is the major motivation of this pressure to measure impact?

Accepted Answer

The answer of Increasingly, practitioners are being asked to document...

Quiz 14: Step Four: Evaluating the Program