Question 1

Which of the following is an example of a quantitative research method?

Options :

A : Longitudinal studies

B : Case studies

C : Narrative research

D : Interviews

Answer: A

Question 2

When overseeing a long-term change communication project, the BEST way to measure improvements in understanding, accepting, and acting on the change messaging during this campaign would be:

Options :

A : Monitoring and analyzing the tone and content of employees’ social media posts.

B : Meeting with a consistent focus group of employees periodically during the campaign.

C : Conducting surveys with different random samples of employees at different points during the campaign.

D : Monitoring chats among different groups of employees during the campaign.

Answer: C

Question 3

Which three steps ensure realistic goals and outcomes in a corporate social responsibility plan?

Options :

A : CEO announcement, identify partners, and approve budget.

B : Corporate self-assessment, determine priorities, and establish a values statement.

C : Draft corporate values, identify action items, and assign tasks.

D : Set goals, get internal buy-in, and develop action plan.

Answer: B

Question 4

Which step should come FIRST when developing a communication strategy?

Options :

A : Determining the goals and objectives of the communication strategy

B : Identifying the key messages to communicate to audiences

C : An analysis of the business environment and the needs of the organization

D : Planning the measurement approach to demonstrate impact

Answer: C

Question 5

The latest market research for an organization has revealed a decline in market share, particularly with the female customer. The chief executive officer (CEO) has asked the head of communication for advice on whether a stronger focus on communication would help correct this decline. Which of the following responses provides sound strategic counsel to the CEO?

Options :

A :

“Since 45% of women use a social bookmarking tool, we should bolster our allocation of resources to that social media tool.”

B :

“Many factors contribute to shifts in market share, and it is impossible to determine whether our communication efforts play a role in the decline.”

C :

“Once we understand why our female customers are disengaging with us, communication could play a stronger role in correcting this downturn.”

D :

“You will get better return on investment (ROI) by focusing on social media versus other marketing efforts.”

Answer: C

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