ABC Communication Measurement & Evaluation 2

Question 1

A communication team tracks website traffic, email open rates, and social media engagement after a campaign. These metrics are BEST classified as:

Accepted Answer

Communication outputs and outtakes

Answer

Business outcomes

Answer

Behavioral outcomes

Answer

Organizational inputs

Question 2

Which statistical concept refers to the degree to which a measurement tool consistently produces the same results under the same conditions?

Accepted Answer

Reliability

Answer

Validity

Answer

Representativeness

Answer

Significance

Question 3

In sentiment analysis of media coverage, a communicator codes each article as positive, negative, or neutral. This is an example of:

Accepted Answer

Categorical content coding in content analysis

Answer

Quantitative survey research

Answer

Qualitative in-depth interviewing

Answer

Longitudinal tracking study

Question 4

A communicator sets a SMART objective for a campaign. Which element ensures the objective can be tracked with data?

Accepted Answer

Measurable

Answer

Specific

Answer

Achievable

Answer

Relevant

Question 5

Which approach to communication research collects numerical data from large samples to identify patterns and test hypotheses?

Accepted Answer

Quantitative research

Answer

Qualitative research

Answer

Ethnographic research

Answer

Case study research

Question 6

An organization wants to understand WHY employees distrust leadership communications. Which research method would yield the richest insights?

Accepted Answer

Focus groups with open-ended discussion

Answer

Online survey with Likert-scale items

Answer

Analysis of intranet page views

Answer

Benchmark comparison with industry peers

Question 7

The 'reach' metric in digital communication measurement primarily tells a communicator:

Accepted Answer

How many unique individuals were potentially exposed to content

Answer

How many people clicked on a link

Answer

How many conversions were generated from a campaign

Answer

How engaged the audience was with the content