Chapter 8: Self-Study Quiz, Pre-Test,

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?

10%

Let's say you are trying to get people to visit a website to download a copy of your client's nutrition e-book. You track 2,000 unique visitors to the website. The data show that 500 visitors to your site leave right after seeing the homepage, but 200 of them click through to download the e-book. What is your bounce rate?

25%

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

You're developing social media content for a travel agency, and you want to test what copy prompts the most clicks to your website. You use the same image of a tropical beach scene for both posts, but you pose a question in one and make a statement in the other. This is an example of what kind of message testing?

A/B testing

______ 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.

A/B tests

The Barcelona Principles worked with the ____________ and ____________ to develop the global measurements used by public relations professionals today.

AMEC, IPR

What is considered the first global standard of public relations measurement?

Barcelona Declaration of Research Principles

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

Behavioral

____________ outcomes focus on evaluating the individual efforts that impact certain actions in public relations campaign.

Behavioral

______ outcomes may include understanding an organization's position or learning how to do something, while ______ outcomes may be related to advocacy, reputation and trust, among others.

Cognitive; attitudinal

Media monitoring services help public relations professionals:

Conduct content analyses

The ______ measures the number of goals reached (e.g. downloads, purchases, etc.) divided by the number of unique visitors to a website.

Conversion rate

Media monitoring services have evolved to include ______.

Digital media

Which technology helps companies like Nielsen track what content is being delivered to your TVs and mobile devices?

Digital watermarking

______ refers to the people who found your site online by typing in the URL.

Direct traffic

What kind of media were measured by old clipping services?

Earned media

____________ is focused on attitudinal emotions, which involve how your publics feel about your organization.

Engagement

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

Evaluation

_______ is the process by which public relations professionals determine the value of the work performed for their client.

Evaluation

Which agency recommends the say-see-feel-do model for social media metrics?

Fenton

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

First-party data; third-party data

Tina McCorkindale suggests that even with new technology, measurement should be grounded in your:

Goals and strategy

William wants to look at ways to test messages for his campaign for a fundraising event with a new sponsor in Los Angeles. What would be the first step he would need to consider when evaluating what messages to send out?

He needs to conduct message testing through focus groups to determine the right message to communicate with his audience.

Sam wants to keep track of the digital information from his online posts by using a digital watermark technology. Why does Sam want to do this for his firm?

He wants to be able to track both audio and video information online.

In public relations counseling, practitioners must balance advocacy and loyalty with which PRSA core value:

Independence

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

Independence

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

Measurement and evaluation must be both formal and informal correct

When it comes to evaluation, Gillette's "We Believe" campaign highlighted the importance of:

Measuring qualitatively and quantitatively

___________ are among the most useful tools in public relations because they support the collection, analysis and reporting of media data for evaluation.

Media monitoring services

A/an ______ is a formula applied to circulation numbers based on the assumption that more than one person on average will read each copy of a print publication.

Multiplier

To compare various combinations of factors (such as message selection, headline and color) that lead to various outcomes, you would need to conduct:

Multivariate testing

______________ allow(s) planners to compare various combinations of factors that could lead to a range of outcomes.

Multivariate testing

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

Quantifiable

You're working with the police department to offer an anti-drug program for local middle schools. You're writing the brochure and want to know if your copy is easy enough for a 12-year-old to read and understand. Which of the following message testing options would be most valuable?

Readability testing

Public relations professionals depend on ______ to summarize and clarify the complex nature of society.

Statistics

When collecting and analysing data, it is important to not fall trap to ______.

Subjectivity

__________ in research means researchers are open and not secretive about their methods.

Transparency

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

What people are saying

What are focus groups?

a group of people who are assembled to share their thoughts on a subject

AVE stands for ____________, which is a calculation of the value of news or editorial coverage based on the cost of an equivalent amount of advertising space or time.

advertising value equivalency

Advocacy and reputation are two areas that are focused on this outcome for public relations evaluation, which is ____________.

attitudinal

Software and computer programs can be used to test digital messages, marketing and advertising. Researchers call this _________.

automated copy testing

Understanding an organization's position is classified as being a(n) ____________.

cognitive outcome

Likert-type items are used in _______ research.

experimental

In public relations, practitioners need to balance advocacy and loyalty with ____________.

independence

Three major areas for evaluation research are: message testing, media monitoring, and _____________.

measurement of outcomes

In a laboratory setting, communication researchers might use eye-tracking software, or functional magnetic resonance imaging (fMRI), to _________.

observe how people pay attention to and respond to messages

Conducting research with certain populations, professionals may get a higher response rate and a more representative sample of participants with a survey sent by ________.

snail mail

The principle that focuses on maintaining integrity in the design, conduct, and reporting of evaluation research is ____________.

transparency