### Educational Content on Research Methods for Strategic Communication---#### Research Methods and Their Application in Strategic Communications1. **Validity in Research**: - Definition: Validity refers to the degree to which a study accurately assesses what the researcher set out to evaluate. - Options: - Validity - Reliability - Believability - Possibility2. **Reliability in Research**: - Definition: Reliability is the extent to which a survey, test, or measuring procedure yields the same results on repeated trials. - Options: - Validity - Reliability - Believability - Possibility3. **Focus Groups**: - Definition: A focus group is a research method that requires group interviews led by a moderator and involves eight to twelve participants. - Options: - Focus group - Poll - Audit - Advisory Panel4. **Content Analysis**: - Definition: A content analysis is a research method that evaluates content in print, online, and broadcast material using a systematic and objective procedure that often involves coding of key words and phrases. - Options: - Coding Audit - Advisory Analysis - Communication Audit - Content Analysis5. **Communication Audit**: - Definition: A communication audit performed at the beginning of new strategic communication programs provides a thorough analysis of current and historical communication activities. - Options: - Coding Audit - Advisory Analysis - Communication Audit - Content Analysis6. **Key Initial Questions for Research Programs**: - Before embarking on a research program, strategic communicators must ask themselves: - What are we trying to accomplish? - To whom are we trying to communicate? - What is the budget for research activities? - What is the timetable for results delivery? - All of the above - Both C and D7. **Likert Scale**: - Definition: A Likert Scale asks survey respondents to select an answer based on the degree to which they feel a certain way (e.g., from Strongly Agree to Strongly Disagree). - Options: - Degree - SWOT - Semantic Differential - Likert8. **Semantic Differential Scale**: - Definition: A semantic differential scale is a type of interval measurement that asks survey respondents to locate the meaning they

As per the Bartleby authoring guidelines, Only the 1st three questions can be answered. Please…

Answered: evaluate. O Validity O Reliability O…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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28. With health plan report cards consumers Group of answer choices a. Ignore the data elements that they do not understand b. Pay attention to "objective" measures of quality such as various utilization rates c. Ignore simple satisfaction data, the one element that they do tend to understand d. All of the above. e. A & B only
Which of the following is TRUE at the highest level of employee involvement? a The entire decision-making process is handed over to employees. b Employees tend to disagree with each other regarding the preferred solution. c Specific employees provide information to the management, and management makes the recommendations. d Participation involves asking employees for information.
Kenyi is a recent college grad. His friends always ask for his advice first when buying new products, particularly technology products. When Kenyi recommends a product, the news spreads rapidly by word of mouth. Kenyi is most likely
Which of the following describes an advantage of the ranking method of appraisal? Multiple Choice It is both easy to administer and to explain It is a non-comparative evaluation method, making it more reliable It is not subject to the recency effect It is not subject to the halo effect It is perhaps the oldest and most widely used form of performance appraisal
41
Exploratory Research Situation: You are conducting a Focus Group searching for new ways to improve your product During the focus group discussion, many ideas are generated, but 3 ideas seem most favored The moderator asks for a 'show of hands' if participants would buy your product based on specific improvement ideas: 3 out of 10 participants raise their hands for idea � 5 out of 10 participants raise their hands for idea B 9 out of 10 participants raise their hands for idea One of your team members states "We do not need to waste any more time or money - we should recommend idea as the best way to improve our product next year" Based on this research, what action(s) would you recommend to your team, and why?
Concept tests of plots using surveys, testing of marketing campaigns, sneak previews, and tracking studies are all examples of A. marketing decision theory. B. SWOT analyses. C. marketing research techniques. D. target audience identification techniques. E. surveys of experts.
Which of the following are accurate guidelines when using the quantitative research process? (Select all that apply.) a. State the research problem as a general problem, as opposed to focusing narrowly on the problem being studied. b. Do not define the purpose of the study until conclusions have been made. c. Review related literature for information. d. Formulate hypotheses and variables. e. Select a research design that is loosely determined and can be manipulated as information is collected. f. Collect and analyze data from various sources, including people, literature, documents, and findings.
Which of the following items is part of the "technical" definition of research? O a. interpretation O b. flexibility statistical O d. mathematical
Survey reports are always part of the process of a research paper under Chapter 4 even when the methodology does not employ survey method. Survey reports conducted by companies, government or non-government organizations do not undergo validation of data through series of evaluation from experts. First statement is accepted; the second statement is rejected First statement is rejected; the second statement is accepted Both statements are accepted Both statements are rejected
_____ are normally offered verbally or written. Observations Theories Experiments Surveys
Emily wants to purchase a new computer. She is unsure about what hardware and software she will need. As a result, she has begun asking for advice from friends and relatives. In addition, she has talked to several computer salespeople and has looked at some websites. Emily is engaging in A. problem recognition. B. an internal search. C. an external search. D. a purchase task. E. the creation of an antecedent state.

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