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Flashcards in 5. Research & Program Planning Deck (22)
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1
Q

How are research and evaluation related?

A

Research becomes the basis for the evaluation because only through research do we know how to measure effectiveness.

2
Q

True or false: Research is careful listening

A

True

3
Q

What is the definition of research?

A

The controlled objective, and systematic gathering of information for the purpose of describing and understanding.

4
Q

Within the research definition: Controlled meaning…

A

scientific control( an experiment or observation designed to minimized effects of variables other than a single, independent variable)

5
Q

Within the research definition: objective meaning…

A

not influenced by person feelings or opinions

6
Q

Within the research definition: systematic meaning…

A

methodical; done by a plan or system

7
Q

Within the research definition: describing and understanding meaning…

A

not for action — yet

8
Q

Research requires ____ and _____.

A

Validity ; Reliability

9
Q

Validity

A

when research measures what it says it will measure

10
Q

Reliability

A

when similar results occur if a study is repeated

11
Q

Research achieves C -Suite PR. What does this mean?

A

Credibility with management - Pr facts, measurement of success or failure

12
Q

Research achieves Better PR campaigns. What does this mean?

A

Defined by publics— better targeting; Strategies–what you know and dont know tells you what messages to send; Testing– messages that are important and resonant (public opinion and publicity)

13
Q

Research achieves Crisis prevention via ____.

A

monitoring

14
Q

Research achieves knowledge about the ______.

A

competition

15
Q

What are the four types of research?

A

quantitative(numerical with larger samples), qualitative(seeking insights), primary(information collected by the researcher), secondary(information collected by someone else)

16
Q

Quantitative research techniques include ___

A

surveys/polls

17
Q

Qualitative research techniques include___

A

field research and observations; content analysis, interviews, focus groups, copy testing, ethnographic techniques

18
Q

What is the definition of a program plan?

A

The formal written presentation of research findings and program recommendations for strategy, tactics, and evaluation.

19
Q

what are the eight basic elements in any PR plan?

A

situation, objectives, audience, strategy, tactics, calendar/timetable, budget, evaluation.

20
Q

What are the two major planning methods?

A

Management by Objective (MBO), and Ketchum Questions.

21
Q

MBO’s tend to be….

A

Flexible (good for small or large concepts) and can serve as a planning checklist.

22
Q

Ketchum questions tend to be…

A

More business-oriented and include better look at competition