Chapter 8 Self-Study Quiz

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. Imagine you're part of your university health center's communications team. You want to encourage students to get their flu shot. You want to understand what message might appeal to first-years most, so you recruit a small group of participants to react to various concepts. This best describes:

A focus group correct incorrect

A readability test correct incorrect

A survey correct incorrect

An experiment correct incorrect

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. ______ are message testing experiments, often used in digital media, where one group is randomly assigned to see one version of a message and another group is randomly assigned to see another version.

Readability tests correct incorrect

Copy tests correct incorrect

Two-form tests correct incorrect

A/B tests correct incorrect

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. Which of the following helps us determine the value of our work and return on investment?

Planning correct incorrect

Evaluation correct incorrect

Budgeting correct incorrect

Implementation correct incorrect

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. ______ are data you collect yourself, while ______ are data you purchase from vendors who collect and aggregate data.

First-party data; third-party data correct incorrect

Primary data; secondary data correct incorrect

Informal data; formal data correct incorrect

Small data; big data correct incorrect

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. Imagine you want people in Manhattan to visit your website and order delivery from your restaurant. You track 5,000 unique visitors to the website in a month. The data show that 1,000 visitors to your site leave right after seeing the homepage, but 500 of them click through to place a delivery order. What is your conversion rate?

20% correct incorrect

25% correct incorrect

10% correct incorrect

15% correct incorrect

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. Which of the following is NOT one of the Barcelona Principles?

The effect on organizational performance should be measured correct incorrect

Measurement and evaluation require both qualitative and quantitative methods correct incorrect

Social media should be measured consistently with other media channels correct incorrect

Measurement and evaluation must be both formal and informal correct incorrect

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. According to the Barcelona Principles, goals and objectives should be as ______ as possible.

Broad correct incorrect

Timely correct incorrect

Consistent correct incorrect

Quantifiable correct incorrect

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. Measuring an increase in the number of volunteers at an annual health walk is an example of measuring what type of outcome?

Attitudinal correct incorrect

Behavioral correct incorrect

Cognitive correct incorrect

Functional correct incorrect

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. Measurement consultant and author Katie Delahaye Payne advocates for measuring which of the following:

What people are saying correct incorrect

Advertising equivalency correct incorrect

Engagement on social media correct incorrect

Reach and impressions correct incorrect

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. In the PRSA Code of Ethics, ______ focuses on providing objective counsel to those we represent and being accountable for our actions.

Accountability correct incorrect

Transparency correct incorrect

Independence correct incorrect

Fairness correct incorrect