The Denny's Tweet that holding a pancake is like a holding a hand is most likely targeting

traditional publics, latent publics

A lesson from the Hashtag to Bashtag case study is to do

more research on your Twitter users

Ethnography is a process that allows researchers to

view an environment as others see it

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STC 252 Research and Evaluation

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A quiz on research and evaluation in PR

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Questions 10

Answers

1
The Denny's Tweet that holding a pancake is like a holding a hand is most likely targeting
traditional publics
latent publics
laggards
agenda builders
2
A lesson from the Hashtag to Bashtag case study is to do
nonprobability sampling beforehand
more research on international publics
more research on your Twitter users
a communications audit
3
A statistical degree that assumes an outcome is an accurate reflection of a population is a
population estimator
confidence level
return on investment
sampling frame
4
Which is not part of conducting a focus group discussed in Ch. 7?
Developing a list of questions
Transcribing the session
Quantifying all responses
Remembering focus groups are informal research
5
The most likely research you will do for your Vietnam proposal is
primary research
a focus group
scientific method research
secondary research
6
A focus group is an example of a
qualitative research method
grounded research method
cluster analysis
quantitative research method
7
Ethnography is a process that allows researchers to
form sampling procedures
develop inferential statistics
control random variables
view an environment as others see it
8
Secondary research uses
non-probability sampling
materials generated by others
research generated from scratch
formal quantitative methods
9
A calculation based on advertising rates and the amount of media coverage is known as
advertising valorization principle
advertising value equivalency
return on investment
advertising transference value
10
A common form of nonprobability sampling is
population sampling
cluster sampling
systematic sampling
convenience sampling

STC 252 Research and Evaluation Flashcards | StudBud