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

Stakeholder trust scores linked to communication initiatives demonstrate outcomes (behavioral/attitudinal change) that connect directly to business value, unlike activity-based metrics.

Question 2

In communication research, 'construct validity' means:

Accepted Answer

The measurement actually captures the theoretical concept it intends to measure

Answer

Construct validity ensures the measurement instrument accurately operationalizes the abstract concept being studied, such as 'trust' or 'brand perception.'

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

A communication audit is a comprehensive assessment of an organization's entire communication function — its channels, messages, processes, and overall effectiveness — to identify gaps and opportunities.

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

An NPS of +50 is considered excellent and indicates that a substantially higher proportion of respondents are promoters than detractors, reflecting strong positive sentiment.

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

Longitudinal research collects data on the same subject over an extended period of time, enabling identification of trends, patterns, and changes across time.

(ABC) Accredited Business Communicator Practice Test

(ABC) Accredited Business Communicator Practice Test

ABC Communication Measurement & Evaluation 3