CPC Communication Research & Measurement Flashcards

In communication research, the difference between qualitative and quantitative methods is that:

Answer: Qualitative explores depth of meaning; quantitative measures frequency and statistical patterns

Qualitative research (interviews, focus groups) generates rich, contextual insights, while quantitative research (surveys, analytics) produces measurable, generalizable data.

The Barcelona Principles in public relations measurement established that:

Answer: Outcomes and impact should be measured, not just media outputs like clip counts

The Barcelona Principles, adopted in 2010 and updated in 2015 and 2020, established that PR should measure actual outcomes and business impact, not just media outputs like clips or AVEs.

AVE (Advertising Value Equivalency) is generally DISCOURAGED in PR measurement because it:

Answer: Misrepresents the true value of earned media by applying an advertising cost formula to editorial coverage

AVE falsely equates earned editorial coverage with paid advertising space, inflating perceived value and failing to capture the credibility advantage of earned media.

A 'benchmark' in communication measurement serves to:

Answer: Establish a baseline for comparison to assess improvement or change over time

Benchmarks capture current performance levels so future results can be compared to assess whether communication efforts drove meaningful change.

Which research approach is MOST appropriate for understanding WHY an audience holds a specific attitude toward an organization?

Answer: In-depth qualitative interviews

In-depth interviews uncover the reasoning, experiences, and emotions behind attitudes—the 'why' that quantitative data cannot fully explain.

In the AMEC Integrated Evaluation Framework, 'impact' refers to:

Answer: The ultimate organizational or societal outcomes achieved through communication

The AMEC framework defines impact as the highest-level outcome—changes in awareness, attitude, behavior, or organizational results attributable to communication activity.