Chapter 4: Foundations in PR: Research and Theory

Test Bank

Multiple Choice

1. What is the first step in the public relations campaign process?

a. developing a strategy

b. conducting research

c. determining objectives

d. communicating an idea

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Knowledge

Answer Location: How to Begin

Difficulty Level: Easy

2. What is a direct benefit of starting the PR process with research?

a. improving understanding of the situation

b. tracking the components of the campaign

c. ensuring that the audience receives the message

d. developing positive relationships with key publics

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

3. Which component of ROPES plays a key role in every stage of the PR campaign process?

a. programming

b. stewardship

c. evaluation

d. research

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

4. Which element of the ROPES process promotes relationship maintenance?

a. stewardship

b. programming

c. evaluation

d. research

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Knowledge

Answer Location: How to Begin

Difficulty Level: Easy

5. Which of the following involves gathering existing information?

a. quantitative research

b. secondary research

c. preliminary research

d. primary research

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Knowledge

Answer Location: How to Begin

Difficulty Level: Easy

6. Which of the following involves gathering information by distributing surveys or interviewing focus groups?

a. data mining

b. secondary research

c. content analysis

d. primary research

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Knowledge

Answer Location: How to Begin

Difficulty Level: Easy

7. Which of the following questions should be answered by a communications analysis?

a. What is the organization’s primary competition?

b. What market position does the organization hold?

c. What is the organization’s reputation and image?

d. What challenges is the organization facing?

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Application

Answer Location: How to Begin

Difficulty Level: Hard

8. Conducting an issue analysis at the beginning of a PR campaign helps to accomplish which of the following?

a. evaluate the client’s goals

b. anticipate future problems

c. narrow the target market

d. assess secondary research

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

9. Which of the following shows the correct progression of publics?

a. latent -> aware -> active

b. latent -> active -> aware

c. aware -> active -> latent

d. active -> latent -> aware

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

10. Which of the following should occur prior to conducting research?

a. providing a general idea of how results will be reported

b. using industry standards as the automatic baseline

c. gathering supporting secondary documentation

d. establishing baselines for measuring results

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

11. Which of the following is recommended when reporting research results?

a. Use terminology appropriately and precisely.

b. Keep industry standards as a constant baseline.

c. Compare PR value to advertising value.

d. Equate PR results with attitude changes.

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

12. Which of the following is a characteristic of an effective research method?

a. detailed links between outputs and outcomes

b. clearly defined respondent samples

c. specific data that shows business impact

d. fully transparent data and results

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

13. Professional research findings should accomplish which of the following?

a. demonstrate the value of the data

b. indicate desirable future outcomes

c. apply to numerous business activities

d. make comparisons to competitors

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

14. A psychology professor at Eastern College wants to conduct a research experiment that will require at least 200 student subjects. What does the professor need to do before beginning the experiment?

a. gain approval from the Institutional Review Board

b. obtain signed waivers from the students’ parents

c. conduct an initial experiment to determine result validity

d. submit research objectives to the student participants

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Application

Answer Location: How to Begin

Difficulty Level: Hard

15. Which of the following is a quantitative research method?

a. focus group

b. survey

c. interview

d. observation

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

16. Which of the following is a qualitative research method?

a. customer survey

b. content analysis

c. digital analytics

d. participant observation

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

17. Quantitative research methods result in which of the following?

a. participant perceptions

b. subjective information

c. numerical data

d. descriptive responses

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

18. Liz needs to gather analytical data from a large sample of people for a PR campaign. Liz is on a very tight budget and needs the information quickly. Which method would be most appropriate?

a. focus groups

b. telephone surveys

c. consumer observations

d. depth interviews

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Application

Answer Location: Primary Research Methods

Difficulty Level: Hard

19. Which statement about surveys is true?

a. Survey anonymity guarantees honest responses.

b. Surveys are a popular qualitative research method.

c. Surveys can generate quick results but are costly.

d. Surveys can include both closed and open-ended questions.

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Comprehension

Answer Location: Primary Research Methods

Difficulty Level: Medium

20. Which research method collects quantitative information and requires a structured coding system?

a. content analysis

b. focus group

c. depth interview

d. online survey

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Comprehension

Answer Location: Primary Research Methods

Difficulty Level: Medium

21. Which of the following describes content analysis?

a. monitoring social media platforms

b. observing stakeholder dynamics

c. evaluating characteristics of storytelling

d. categorizing existing communication

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Comprehension

Answer Location: Primary Research Methods

Difficulty Level: Medium

22. Which of the following involves collecting and organizing data from social media platforms about user activities and trends?

a. rhetorical analysis

b. digital analytics

c. online surveys

d. content coding

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

23. Which of the following is accomplished through qualitative research methods?

a. exploring attitudes and perceptions

b. analyzing online data and patterns

c. categorizing existing information

d. projecting results to a larger population

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Comprehension

Answer Location: Primary Research Methods

Difficulty Level: Medium

24. Which of the following involves a researcher and a participant having a one-on-one conversation?

a. focus group

b. participant observation

c. depth interview

d. participant survey

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

25. What is a drawback of gathering research through depth interviews?

a. Coding systems are costly.

b. Significant time is required.

c. Questions lack flexibility.

d. Moderators must be trained.

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Analysis

Answer Location: Primary Research Methods

Difficulty Level: Medium

26. Marco, who works at a PR agency, needs to gather preliminary information before creating a PR campaign for a new client. Marco needs an inexpensive research method that will help him better understand his client’s issues and consumer attitudes. Since Marco has a tight schedule, he needs a method that yields immediate findings. Which method would be most appropriate?

a. focus group

b. content analysis

c. digital analytics

d. depth interview

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Application

Answer Location: Primary Research Methods

Difficulty Level: Hard

27. What role does a moderator play in focus group research?

a. interpreting group findings

b. transcribing responses

c. guiding the conversation

d. creating questionnaires

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Comprehension

Answer Location: Primary Research Methods

Difficulty Level: Medium

28. Vince, a PR professional, has been hired by Rialto Theatres to develop a PR campaign. As part of his research, Vince attends movies at different Rialto locations and times to gain an understanding of what consumers encounter and how they behave. Which research method is Vince using?

a. focus group observation

b. participant observation

c. content analysis

d. in-person survey

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Application

Answer Location: Primary Research Methods

Difficulty Level: Hard

29. A researcher using the participant observation approach should do which of the following?

a. be as unobtrusive as possible

b. be as subjective as possible

c. ask open-ended questions

d. make on-site interpretations

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Comprehension

Answer Location: Primary Research Methods

Difficulty Level: Medium

30. What is the basis for commonsense theories?

a. agreed-upon methods

b. systematic research

c. focus group observations

d. previous experiences

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

31. According to the agenda-setting theory, which of the following serves as the main gatekeeper of information?

a. corporations

b. media

c. early adopters

d. government

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

32. In the agenda-setting theory, which of the following questions is answered during first-level agenda setting?

a. How should a story be presented and shaped?

b. Which early adopter should serve as the gatekeeper?

c. Which stories should be shared with an audience?

d. What is the public’s opinion about the issue?

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Hard

33. Which of the following occurs during second-level agenda-setting?

a. A journalist determines how to present a news story.

b. A reporter chooses the headline for a news article.

c. An advertiser selects the media to use for a campaign.

d. A press agent schedules a news conference.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Hard

34. Which of the following is asserted by agenda-setting theory?

a. Media content is user-created without the input of gatekeepers.

b. Advertisers determine what the media should cover and when.

c. The public drives media coverage of stories it views as important.

d. The media determine what stories are important for the public and why.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

35. Which term refers to the careful choice of words, imagery, and sound to influence a certain meaning?

a. engagement

b. framing

c. inoculation

d. targeting

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

36. Which of the following resembles framing?

a. second-level agenda setting

b. spiral of silence

c. first-level agenda setting

d. diffusion of innovations

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

37. Which of the following illustrates the flow of influence asserted by the two-step flow theory?

a. media -> publics -> spokespeople

b. early adopters -> media -> publics

c. publics -> media -> early adopters

d. media -> early adopters -> publics

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

38. A grassroots organization urges local politicians to reduce the property tax rate. Which of the following does this situation illustrate?

a. two-step flow

b. framing

c. upward flow

d. first-level agenda setting

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

39. Which of the following asserts that people tend to refrain from expressing opinions that differ from the majority viewpoint?

a. spiral of silence theory

b. principles of influence theory

c. diffusion of innovations theory

d. uses and gratification theory

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

40. Which of the following would help a PR professional to encourage people with dissenting opinions to express themselves?

a. anonymous focus groups

b. participant observations

c. streamlined in-person surveys

d. carefully worded questionnaires

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

41. Which of the following asserts that a new product must pass through a sequential process with a public before it is adopted?

a. two-step flow theory

b. inoculation theory

c. diffusion of innovations theory

d. uses and gratification theory

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

42. According to the process outlined in the diffusion of innovations theory, which of the following steps occurs immediately after the public becomes aware of an idea?

a. reinforcement

b. trial

c. adoption

d. knowledge

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

43. Which of the following is essential when applying the uses and gratification theory?

a. identifying the needs and most appropriate media for a target public

b. ensuring that multiple publics will evaluate and then try a product

c. determining the best method for drawing out the opinions of all publics

d. understanding the needs and opinions of opinion leaders and influencers

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

44. Which of the following is assumed by the uses and gratification theory?

a. Mental processing depends on analysis and reflection.

b. Most opinion leaders are members of active publics.

c. The flow of influence can be either upward or downward.

d. Consumers have options for satisfying their needs.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

45. Which term refers to human communication designed to influence others by modifying their beliefs and behaviors?

a. engagement

b. persuasion

c. rhetoric

d. discourse

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

46. Which of the following is an assertion of ELM?

a. Most messages are processed through the central route.

b. Peripheral route processing is based on reflection.

c. Long-lasting change occurs through the peripheral route.

d. Central route processing is based on active thinking.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

47. Which one of Cialdini’s influence principles relates to the idea of group conformity?

a. reciprocation

b. social proof

c. liking

d. authority

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

48. Which management theory involves building long-term relationships with strategic publics through two-way symmetrical communication programs?

a. principles of influence theory

b. inoculation theory

c. image restoration theory

d. excellence theory

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

49. A celebrity is charged and jailed after driving under the influence and causing an accident. The celebrity hires a PR professional to develop a response to the situation. Which theory is most applicable for this situation?

a. excellence theory

b. image restoration theory

c. inoculation theory

d. principles of influence theory

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

50. Sheila Coffman is running for mayor against Joe Ramos. Coffman runs a series of commercials that describe negative attributes about Ramos and positive attributes about herself. Which of the following does this situation illustrate?

a. agenda-setting theory

b. inoculation theory

c. principles of influence theory

d. image restoration theory

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

True/False

1. The acronym ROPES stands for research, objectives, publics, evaluation, and stewardship.

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Knowledge

Answer Location: How to Begin

Difficulty Level: Easy

2. Primary research involves gathering information yourself, while secondary research involves gathering information collected by others.

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Knowledge

Answer Location: How to Begin

Difficulty Level: Easy

3. Quantitative research results can be projected to a population that is larger than the group that was studied.

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

4. A question such as “How do you feel about Company X?” would be asked and answered when conducting quantitative research.

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

5. Depth interviews are useful when seeking responses from participants about sensitive issues.

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

6. The participant observation approach requires a researcher to make and record objective observations of focus group participants.

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Knowledge

Answer Location: Primary Research Methods

Difficulty Level: Easy

7. A commonsense theory is based on past experiences, stories, and observations.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

8. According to the two-step flow theory, the media influence early adopters who then influence certain groups of publics.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

9. The spiral of silence theory asserts that a new idea must pass through a sequential process with a public before it is adopted.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

10. According to ELM, persuasive messages that people receive through the central route are based on mental shortcuts.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Knowledge

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Easy

Short Answer

1. Identify the steps of the ROPES process. Which step is critical throughout the entire PR campaign process?

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Comprehension

Answer Location: How to Begin

Difficulty Level: Medium

2. Differentiate between quantitative research methods and qualitative research methods.

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Analysis

Answer Location: Primary Research Methods

Difficulty Level: Medium

3. What is the benefit of using digital analytics during the research phase of a PR campaign?

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Analysis

Answer Location: Primary Research Methods

Difficulty Level: Medium

4. What is the difference between a commonsense theory, a working theory, and a scholarly theory?

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Analysis

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Hard

5. Briefly explain the inoculation theory.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Comprehension

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Medium

Essay

1. When beginning the PR process, a PR professional needs to research various factors about the client organization before developing a campaign. In a brief essay, discuss the type of information that needs to be gathered. Your response should address such topics such as the organization’s background, messaging, issues, and publics.

Learning Objective: 4.1: Understand the ROPES planning process in public relations.

Cognitive Domain: Application

Answer Location: How to Begin

Difficulty Level: Hard

2. Why are surveys one of the most common methods used in PR research? What are the advantages and disadvantages of using surveys?

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Analysis

Answer Location: Primary Research Methods

Difficulty Level: Hard

3. Focus group research is a very common method for PR. What occurs during a focus group? What role does the moderator play? What are the benefits and drawbacks of focus group research?

Learning Objective: 4.2: Identify the common primary research methods used in PR and plan a research strategy.

Cognitive Domain: Analysis

Answer Location: Primary Research Methods

Difficulty Level: Hard

4. As a PR practitioner, why should you study scholarly theories? How can a solid understanding of systematic research help you develop an effective PR campaign?

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Hard

5. In a brief essay, explain the Elaboration Likelihood Model (ELM). How can ELM be applied by PR practitioners? Illustrate your response with an example of ELM being implemented.

Learning Objective: 4.3: Recognize the role theory plays in public relations.

Cognitive Domain: Application

Answer Location: The Big Ideas Behind PR Strategies

Difficulty Level: Hard