CPRS Research and Analytics 2

Question 1

Which sampling method divides the population into subgroups and randomly selects from each to ensure representation?

Accepted Answer

Stratified random sampling

Answer

Stratified random sampling divides the population into homogeneous subgroups (strata) and draws random samples from each, ensuring proportional representation.

Question 2

A PR team wants to measure share of voice (SOV) for a brand. What does SOV primarily quantify?

Accepted Answer

The brand's media mentions as a percentage of total industry mentions

Answer

Share of voice measures what percentage of total industry conversation or media mentions belongs to a specific brand compared to all competitors.

Question 3

When coding qualitative media content for sentiment, an analyst marks a story 'neutral' even though the headline is slightly negative. This is an example of:

Accepted Answer

Coder judgment under an ambiguous coding scheme

Answer

When coding rules do not clearly define borderline cases, individual coder judgment fills the gap, which is why detailed codebooks and intercoder reliability checks are essential.

Question 4

A PR practitioner uses Google Analytics to find that the press release landing page has a 90% bounce rate. The most actionable next step is to:

Accepted Answer

Investigate page content, load speed, and CTA relevance to understand why visitors leave immediately

Answer

A high bounce rate signals a mismatch between visitor expectations and page experience, so diagnosing content, UX, and relevance is the correct diagnostic step before making changes.

Question 5

The PESO model categorizes media channels into four types. Which combination is correct?

Accepted Answer

Paid, Earned, Shared, Owned

Answer

PESO stands for Paid (advertising), Earned (press coverage), Shared (social media), and Owned (brand-controlled channels), providing a framework for integrated measurement.

(CPRS) Certified Public Relations Specialist Practice Test

(CPRS) Certified Public Relations Specialist Practice Test

CPRS Research and Analytics 2