Exam 2 RVW - COM 3523 EXAM 2 REVIEW SPRING 2010 The exam...

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COM 3523 EXAM 2 REVIEW SPRING 2010 The exam will be true/false, multiple choice, and short answer (lists, descriptions, definitions). On short answer questions it is your responsibility to communicate to me what you know --the burden of proof is on you to answer the questions as thoroughly as possible using accurate terms . CH 5 Research Be able to list 5 or 6 ways PR research is used (see pp. 128-130) Be able to identify differences between quantitative research and qualitative research along with examples (see table 5.1) What is secondary research ? Examples? Know the basic uses of o content analysis o interviewing (what is the difference between intercep t interviewing/sampling and purposeful interviewing/sampling?) o focus groups (be able to give some general guidelines about conducting focus groups) o copy testing What is sampling and why do we do it? o What is the difference between nonprobability and probability sampling? o What is a quota sample? Questionnaire design : o Be able to describe and identify the following problems: Semantics Biased wording Leading questions "Double-barrel" questions Categories not exhaustive or mutually exclusive
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Exam 2 RVW - COM 3523 EXAM 2 REVIEW SPRING 2010 The exam...

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