Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
Chapter 4: Foundations in PR: Research and Theory
Test Bank
Multiple Choice
1. What is the first step in the public relations campaign process?
a. developing a strategy
b. conducting research
c. determining objectives
d. communicating an idea
2. What is a direct benefit of starting the PR process with research?
a. improving understanding of the situation
b. tracking the components of the campaign
c. ensuring that the audience receives the message
d. developing positive relationships with key publics
3. Which component of ROPES plays a key role in every stage of the PR campaign
process?
a. programming
b. stewardship
c. evaluation
d. research
4. Which element of the ROPES process promotes relationship maintenance?
a. stewardship
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
b. programming
c. evaluation
d. research
5. Which of the following involves gathering existing information?
a. quantitative research
b. secondary research
c. preliminary research
d. primary research
6. Which of the following involves gathering information by distributing surveys or
interviewing focus groups?
a. data mining
b. secondary research
c. content analysis
d. primary research
7. Which of the following questions should be answered by a communications analysis?
a. What is the organization’s primary competition?
b. What market position does the organization hold?
c. What is the organization’s reputation and image?
d. What challenges is the organization facing?
8. Conducting an issue analysis at the beginning of a PR campaign helps to accomplish
which of the following?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. evaluate the client’s goals
b. anticipate future problems
c. narrow the target market
d. assess secondary research
9. Which of the following shows the correct progression of publics?
a. latent -> aware -> active
b. latent -> active -> aware
c. aware -> active -> latent
d. active –> latent -> aware
10. Which of the following should occur prior to conducting research?
a. providing a general idea of how results will be reported
b. using industry standards as the automatic baseline
c. gathering supporting secondary documentation
d. establishing baselines for measuring results
11. Which of the following is recommended when reporting research results?
a. Use terminology appropriately and precisely.
b. Keep industry standards as a constant baseline.
c. Compare PR value to advertising value.
d. Equate PR results with attitude changes.
12. Which of the following is a characteristic of an effective research method?
a. detailed links between outputs and outcomes
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
b. clearly defined respondent samples
c. specific data that shows business impact
d. fully transparent data and results
13. Professional research findings should accomplish which of the following?
a. demonstrate the value of the data
b. indicate desirable future outcomes
c. apply to numerous business activities
d. make comparisons to competitors
14. A psychology professor at Eastern College wants to conduct a research experiment
that will require at least 200 student subjects. What does the professor need to do
before beginning the experiment?
a. gain approval from the Institutional Review Board
b. obtain signed waivers from the students’ parents
c. conduct an initial experiment to determine result validity
d. submit research objectives to the student participants
15. Which of the following is a quantitative research method?
a. focus group
b. survey
c. interview
d. observation
16. Which of the following is a qualitative research method?
a. customer survey
b. content analysis
c. digital analytics
d. participant observation
17. Quantitative research methods result in which of the following?
a. participant perceptions
b. subjective information
c. numerical data
d. descriptive responses
18. Liz needs to gather analytical data from a large sample of people for a PR
campaign. Liz is on a very tight budget and needs the information quickly. Which
method would be most appropriate?
a. focus groups
b. telephone surveys
c. consumer observations
d. depth interviews
19. Which statement about surveys is true?
a. Survey anonymity guarantees honest responses.
b. Surveys are a popular qualitative research method.
c. Surveys can generate quick results but are costly.
d. Surveys can include both closed and open-ended questions.
20. Which research method collects quantitative information and requires a structured
coding system?
a. content analysis
b. focus group
c. depth interview
d. online survey
21. Which of the following describes content analysis?
a. monitoring social media platforms
b. observing stakeholder dynamics
c. evaluating characteristics of storytelling
d. categorizing existing communication
22. Which of the following involves collecting and organizing data from social media
platforms about user activities and trends?
a. rhetorical analysis
b. digital analytics
c. online surveys
d. content coding
23. Which of the following is accomplished through qualitative research methods?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. exploring attitudes and perceptions
b. analyzing online data and patterns
c. categorizing existing information
d. projecting results to a larger population
24. Which of the following involves a researcher and a participant having a one-on-one
conversation?
a. focus group
b. participant observation
c. depth interview
d. participant survey
25. What is a drawback of gathering research through depth interviews?
a. Coding systems are costly.
b. Significant time is required.
c. Questions lack flexibility.
d. Moderators must be trained.
26. Marco, who works at a PR agency, needs to gather preliminary information before
creating a PR campaign for a new client. Marco needs an inexpensive research method
that will help him better understand his client’s issues and consumer attitudes. Since
Marco has a tight schedule, he needs a method that yields immediate findings. Which
method would be most appropriate?
a. focus group
b. content analysis
c. digital analytics
d. depth interview
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
27. What role does a moderator play in focus group research?
a. interpreting group findings
b. transcribing responses
c. guiding the conversation
d. creating questionnaires
28. Vince, a PR professional, has been hired by Rialto Theatres to develop a PR
campaign. As part of his research, Vince attends movies at different Rialto locations and
times to gain an understanding of what consumers encounter and how they behave.
Which research method is Vince using?
a. focus group observation
b. participant observation
c. content analysis
d. in-person survey
29. A researcher using the participant observation approach should do which of the
following?
a. be as unobtrusive as possible
b. be as subjective as possible
c. ask open-ended questions
d. make on-site interpretations
30. What is the basis for commonsense theories?
a. agreed-upon methods
b. systematic research
c. focus group observations
d. previous experiences
31. According to the agenda-setting theory, which of the following serves as the main
gatekeeper of information?
a. corporations
b. media
c. early adopters
d. government
32. In the agenda-setting theory, which of the following questions is answered during
first-level agenda setting?
a. How should a story be presented and shaped?
b. Which early adopter should serve as the gatekeeper?
c. Which stories should be shared with an audience?
d. What is the public’s opinion about the issue?
33. Which of the following occurs during second-level agenda-setting?
a. A journalist determines how to present a news story.
b. A reporter chooses the headline for a news article.
c. An advertiser selects the media to use for a campaign.
d. A press agent schedules a news conference.
34. Which of the following is asserted by agenda–setting theory?
a. Media content is user-created without the input of gatekeepers.
b. Advertisers determine what the media should cover and when.
c. The public drives media coverage of stories it views as important.
d. The media determine what stories are important for the public and why.
35. Which term refers to the careful choice of words, imagery, and sound to influence a
certain meaning?
a. engagement
b. framing
c. inoculation
d. targeting
36. Which of the following resembles framing?
a. second-level agenda setting
b. spiral of silence
c. first-level agenda setting
d. diffusion of innovations
37. Which of the following illustrates the flow of influence asserted by the two-step flow
theory?
a. media -> publics -> spokespeople
b. early adopters -> media -> publics
c. publics –> media -> early adopters
d. media -> early adopters -> publics
38. A grassroots organization urges local politicians to reduce the property tax rate.
Which of the following does this situation illustrate?
a. two–step flow
b. framing
c. upward flow
d. first-level agenda setting
39. Which of the following asserts that people tend to refrain from expressing opinions
that differ from the majority viewpoint?
a. spiral of silence theory
b. principles of influence theory
c. diffusion of innovations theory
d. uses and gratification theory
40. Which of the following would help a PR professional to encourage people with
dissenting opinions to express themselves?
a. anonymous focus groups
b. participant observations
c. streamlined in-person surveys
d. carefully worded questionnaires
41. Which of the following asserts that a new product must pass through a sequential
process with a public before it is adopted?
a. two–step flow theory
b. inoculation theory
c. diffusion of innovations theory
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
d. uses and gratification theory
42. According to the process outlined in the diffusion of innovations theory, which of the
following steps occurs immediately after the public becomes aware of an idea?
a. reinforcement
b. trial
c. adoption
d. knowledge
43. Which of the following is essential when applying the uses and gratification theory?
a. identifying the needs and most appropriate media for a target public
b. ensuring that multiple publics will evaluate and then try a product
c. determining the best method for drawing out the opinions of all publics
d. understanding the needs and opinions of opinion leaders and influencers
44. Which of the following is assumed by the uses and gratification theory?
a. Mental processing depends on analysis and reflection.
b. Most opinion leaders are members of active publics.
c. The flow of influence can be either upward or downward.
d. Consumers have options for satisfying their needs.
45. Which term refers to human communication designed to influence others by
modifying their beliefs and behaviors?
a. engagement
b. persuasion
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
c. rhetoric
d. discourse
46. Which of the following is an assertion of ELM?
a. Most messages are processed through the central route.
b. Peripheral route processing is based on reflection.
c. Long-lasting change occurs through the peripheral route.
d. Central route processing is based on active thinking.
47. Which one of Cialdini’s influence principles relates to the idea of group conformity?
a. reciprocation
b. social proof
c. liking
d. authority
48. Which management theory involves building long-term relationships with strategic
publics through two-way symmetrical communication programs?
a. principles of influence theory
b. inoculation theory
c. image restoration theory
d. excellence theory
49. A celebrity is charged and jailed after driving under the influence and causing an
accident. The celebrity hires a PR professional to develop a response to the situation.
Which theory is most applicable for this situation?
Instructor Resource
Page, Introduction to Strategic Public Relations, 1e
SAGE Publishing, 2019
a. excellence theory
b. image restoration theory
c. inoculation theory
d. principles of influence theory
50. Sheila Coffman is running for mayor against Joe Ramos. Coffman runs a series of
commercials that describe negative attributes about Ramos and positive attributes
about herself. Which of the following does this situation illustrate?
a. agenda-setting theory
b. inoculation theory
c. principles of influence theory
d. image restoration theory
True/False
1. The acronym ROPES stands for research, objectives, publics, evaluation, and
stewardship.
2. Primary research involves gathering information yourself, while secondary research
involves gathering information collected by others.
3. Quantitative research results can be projected to a population that is larger than the
group that was studied.
4. A question such as “How do you feel about Company X?” would be asked and
5. Depth interviews are useful when seeking responses from participants about
sensitive issues.
6. The participant observation approach requires a researcher to make and record
objective observations of focus group participants.
7. A commonsense theory is based on past experiences, stories, and observations.
8. According to the two-step flow theory, the media influence early adopters who then
influence certain groups of publics.
9. The spiral of silence theory asserts that a new idea must pass through a sequential
process with a public before it is adopted.
10. According to ELM, persuasive messages that people receive through the central
route are based on mental shortcuts.
Short Answer
1. Identify the steps of the ROPES process. Which step is critical throughout the entire
PR campaign process?
2. Differentiate between quantitative research methods and qualitative research
methods.
3. What is the benefit of using digital analytics during the research phase of a PR
campaign?
4. What is the difference between a commonsense theory, a working theory, and a
scholarly theory?
5. Briefly explain the inoculation theory.
Essay
1. When beginning the PR process, a PR professional needs to research various factors
about the client organization before developing a campaign. In a brief essay, discuss
the type of information that needs to be gathered. Your response should address such
topics such as the organization’s background, messaging, issues, and publics.
2. Why are surveys one of the most common methods used in PR research? What are
the advantages and disadvantages of using surveys?
3. Focus group research is a very common method for PR. What occurs during a focus
group? What role does the moderator play? What are the benefits and drawbacks of
focus group research?
4. As a PR practitioner, why should you study scholarly theories? How can a solid
understanding of systematic research help you develop an effective PR campaign?
5. In a brief essay, explain the Elaboration Likelihood Model (ELM). How can ELM be
applied by PR practitioners? Illustrate your response with an example of ELM being
implemented.
