ABC Communication Measurement & Evaluation 3

Question 1

A communicator is building a measurement dashboard for leadership. Which type of metric best demonstrates the business value of communication?

Accepted Answer

Percentage increase in stakeholder trust scores linked to communication initiatives

Answer

Number of press releases issued per quarter

Answer

Total social media followers gained

Answer

Number of media pitches sent

Question 2

In communication research, 'construct validity' means:

Accepted Answer

The measurement actually captures the theoretical concept it intends to measure

Answer

The sample size is large enough to draw conclusions

Answer

Results can be replicated in a follow-up study

Answer

The research findings apply broadly across different populations

Question 3

Which of the following BEST describes the purpose of a communication audit?

Accepted Answer

To systematically assess an organization's communication systems, channels, messages, and effectiveness

Answer

To calculate the return on investment of a single campaign

Answer

To evaluate a competitor's communication strategy

Answer

To measure audience demographics for media planning

Question 4

When using a Net Promoter Score (NPS) methodology adapted for internal communications, a score of +50 would generally indicate:

Accepted Answer

A strong level of advocacy and satisfaction among employees

Answer

A significant problem requiring immediate crisis intervention

Answer

A mediocre result that needs modest improvement

Answer

A statistically insignificant result with no actionable insight

Question 5

A communicator uses media monitoring data over 12 months to identify seasonal patterns in brand coverage. This is an example of:

Accepted Answer

Longitudinal tracking research

Answer

Cross-sectional research

Answer

Experimental research design

Answer

Convenience sampling

Question 6

According to best practices in PR measurement, what should a communicator do BEFORE launching a campaign to enable effective evaluation?

Accepted Answer

Establish baseline measurements and define measurable objectives

Answer

Publish a post-campaign report template

Answer

Select a media monitoring vendor

Answer

Identify potential crisis scenarios

Question 7

Which of the following represents the HIGHEST level in the communication measurement hierarchy, reflecting the ultimate goal of most strategic communication programs?

Accepted Answer

Outcomes (e.g., attitude and behavior change)

Answer

Outputs (e.g., messages distributed, media placements secured)

Answer

Outtakes (e.g., message recall, audience comprehension)

Answer

Inputs (e.g., budget allocated, staff hours invested)