Evaluation

Please note that this exercise is for self-study, and your instructor will not be able to see your responses.

Quiz Content

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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:

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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.

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

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

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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?

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

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

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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?

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

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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.

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