Chapter 7, 9 and 16

Question 1

Secondary Data Resources

Answer 1

I. Simmons Market Research Bureau, Inc.,
provides data on product, brand and media
usage
II. Mediamark Research, Inc. (MRI) provides demographics and media use by product category and brand
III. Standard Rate and Data Service
IV. Nielsen provides demographic data for television programs
V. Arbitron offers demographic breakdowns for radio programs

Question 2

Simmons and MRI provide what sorts of information?

Answer 2

info on target audiences demographics, media usage, product and brand usage.

Question 3

Simmons and MRI is information about whom?

Answer 3

the target audience

Question 4

What does Standard Rate and Data Service Provide?

Answer 4

closing dates, circulation, reach, markets serviced etc.

Question 5

Cision and Burrell’s/Luce provide what type of information?

Answer 5

Provides information about journalists, names, addresses, telephone numbers, and position titles.

Question 6

Which type of communication professional would utilize Cision, and Burrell’s?

Answer 6

PR professional??

Question 7

What type of media does Cision monitor for clients?

Answer 7

Circulation or market location of news organization. Types of stories desired, method of delivery desired.

Question 8

How would a PR professional use a service like Cision or Burrell’s?

Answer 8

They are essential for tracking the outcome of media relations efforts. Making a media list.

Question 9

What is in the National PR Pitchbook?

Answer 9

Names addresses, telephone numbers and position tittles, provides a description of the types of stories journalists want.

Question 10

Informal Research

Answer 10

systematic, not random, non generalizable not intended to represent entire population

Question 11

Casual Research

Answer 11

Less research, not systematic, general fact finding and info gathering
ex: personal contacts with other professionals, committees, boards, field reports, community forums etc.

Question 12

Types of informal research

Answer 12

1. In depth interviews/intensive interviewing
2. Panel studies
3. Q Methodology

Question 13

In depth interviews/intensive interviewing

Answer 13

long period of time

Question 14

Panel studies

Answer 14

regular scheduled basis to get their input

Question 15

Q Methodology

Answer 15

rank adjectives to show how it represents their thinking

Question 16

Types of formal research

Answer 16

Empirical - attitudes can be observed and measured

1. Surveys - questionnaires through random sample (descriptive [what it is] and analytical[why it is])
2. Experiments - 2 or more groups in order to have a control group
3. Content Analysis - random sample, often used to assess news coverage about the organization and its issues

Question 17

Formal research is based on the testing of what?

Answer 17

formal research involves posing hypotheses based on theory and testing those hypotheses

Question 18

What is formal research?

Answer 18

data is gathered in a very controlled, structured, systematic and results are meant to be objective and value free. researchers should be able to reproduced results.

Question 19

What are the two types of surveys?

Answer 19

descriptive [what it is]

analytical [why it is]

Question 20

What are the two types of experimental settings?

Answer 20

Artificial - done in labs

Natural - field studies done in the natural world

Question 21

What is coding?

Answer 21

the act of placing units of analysis into content categories that describe the content