Describe the five types of non-sampling error that can occur with surveys

CMME 3301
1st Exam Study Guide

• Know the six reasons discussed in class why strategic planning is important for a communication campaign.
• Know the difference between a campaign, a program and a project
• Be able to describe the state of trust as reported by the 2020 Edelman Trust Barometer and, importantly, why it matters. Be able to address trust in societal leaders, trust in journalists and platforms and the difference in trust between informed and general public.
• Be able to cite the five findings of the updated Edelman Trust Barometer regarding how brands should adjust their approach to communication since the COVID-19 outbreak. (No need to cite the statistics, just know the findings.)
• Be able to discuss the strategies a company or organization can use to build relationships with key constituencies, based on the survey titled “How to Build Trust.”
• Know the Patrick Johnson behavioral PR model discussed in class and how it describes the progression from awareness to behavior
• Be able to describe the six persuasive appeals, according to Dr. Robert Chaldini, with an example of each.
• Be able to cite areas in an organization’s internal environment that you would want to explore through secondary research.
• Be able to cite areas in an organization’s external environment that you would want to explore through secondary research
• Why would you use a problem/solution approach as a communication strategy?
• Know the pros and cons of focus group research
• Be able to cite four reasons for conducting in-depth interviews
• Be able to give three types of questions that can get results in a focus group.
• Know the four variations of surveys
• Know the five strategies for increasing survey response rates
• Know the difference between a probability and a non-probability/convenience sample
• Describe the five types of non-sampling error that can occur with surveys
• What three elements make up a big idea?
• Be able to cite the best practices for conducting an effective focus group session.
• Know the DeBono “Six thinking hats” method of brainstorming