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Communication Measurement & Evaluation Flashcards

7 cards from real ABC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

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  1. A communicator is building a measurement dashboard for leadership. Which type of metric best demonstrates the business value of communication?

    Answer: Percentage increase in stakeholder trust scores linked to communication initiatives

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

  2. In communication research, 'construct validity' means:

    Answer: The measurement actually captures the theoretical concept it intends to measure

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

  3. Which of the following BEST describes the purpose of a communication audit?

    Answer: To systematically assess an organization's communication systems, channels, messages, and effectiveness

    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.

  4. When using a Net Promoter Score (NPS) methodology adapted for internal communications, a score of +50 would generally indicate:

    Answer: A strong level of advocacy and satisfaction among employees

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

  5. A communicator uses media monitoring data over 12 months to identify seasonal patterns in brand coverage. This is an example of:

    Answer: Longitudinal tracking research

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

  6. According to best practices in PR measurement, what should a communicator do BEFORE launching a campaign to enable effective evaluation?

    Answer: Establish baseline measurements and define measurable objectives

    Establishing baseline measurements and setting measurable objectives before a campaign is essential so that post-campaign data can be compared against a starting point to assess true impact.

  7. Which of the following represents the HIGHEST level in the communication measurement hierarchy, reflecting the ultimate goal of most strategic communication programs?

    Answer: Outcomes (e.g., attitude and behavior change)

    Outcomes — including changes in awareness, attitudes, and behaviors — represent the highest level of communication impact and most directly connect to organizational goals.