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Q.1 What are cognitive, Affective and Conative Dimensions of Copy Testing?
Copy testing is a method used to evaluate the effectiveness of advertising
materials, particularly print and video ads. It involves presenting the ad to a
sample of the target audience and measuring their responses to it. There are
three dimensions of copy testing, which are cognitive, affective, and
conative.

Cognitive dimension: This dimension of copy testing measures the level of

understanding and recall of the ad's message. It focuses on whether the ad's
message is clear, memorable, and easy to comprehend. To measure the
cognitive dimension, researchers might ask questions like "What was the
main message of the ad?" or "What specific product or service was being
advertised?"

Affective dimension: The affective dimension of copy testing measures the

emotional response of the target audience to the ad. It evaluates how the ad
made the viewer feel and whether it was appealing, interesting, or
entertaining. Researchers may use techniques like surveys, focus groups,
and physiological measurements to evaluate the affective dimension.

Conative dimension: The conative dimension of copy testing measures the

intended action that the ad encourages the viewer to take. This can include
buying a product, visiting a website, or calling a phone number. The
conative dimension measures how effective the ad is at motivating the
viewer to take action. Researchers may use techniques like surveys,
interviews, and sales data to evaluate the conative dimension.

Overall, by measuring all three dimensions of copy testing, advertisers can gain
a better understanding of how their ads are received by the target audience
and make improvements to increase their effectiveness.

Q.2 Explain different types of Public Relations Research.

Public relations research is a crucial component of effective public relations
campaigns. It involves collecting and analyzing data to understand the
public's perceptions, attitudes, and behavior toward a brand, organization,
or issue. There are different types of public relations research, including:

Opinion Research: This type of research aims to understand the opinions and
attitudes of the target audience towards a particular product, service, brand,
or issue. It can be conducted through surveys, polls, or focus groups.

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Media Research: Media research is focused on understanding how the media

presents a brand, organization, or issue. This research can involve
analyzing media coverage and media mentions, tracking social media
engagement, and monitoring online conversations.

Message Testing: Message testing is conducted to test the effectiveness of

messages in communicating the desired information and eliciting the
desired responses from the target audience. This research can involve focus
groups, surveys, or interviews.

Reputation Research: Reputation research aims to understand how a brand or

organization is perceived by the public. It can involve measuring the level
of awareness, understanding, and trust in the brand or organization, as well
as monitoring reputation changes over time.

Environmental Scanning: Environmental scanning is the process of monitoring

the external environment to identify potential threats, opportunities, and
trends that may affect a brand or organization. This research can involve
analyzing news media, social media, and other sources of information.

Evaluation Research: Evaluation research is conducted to measure the

effectiveness of a public relations campaign in achieving its objectives.
This can involve measuring the impact of media coverage, assessing
changes in attitudes and behaviors, and evaluating the return on investment
(ROI) of the campaign.

Overall, the type of public relations research selected depends on the objectives
of the campaign, the target audience, and the available resources. By using
a combination of these different types of research, public relations
professionals can develop more effective campaigns that resonate with the
target audience and achieve their goals.

Q.3 How can we measure antisocial and pro-social effects of media? Discuss.
Antisocial and pro-social effects of media are topics of great interest to
researchers, policymakers, and media professionals. Antisocial effects refer
to negative consequences such as aggressive behavior, while pro-social
effects refer to positive outcomes such as helping behavior. There are
several ways to measure these effects of media, and some of them are
discussed below:

Content Analysis: Content analysis is a research method used to analyze media

content and identify patterns or themes in it. By examining media content,
researchers can identify themes that are associated with antisocial or pro-
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social effects. For example, content that is violent or sexual may be

associated with antisocial effects, while content that promotes cooperation
or empathy may be associated with pro-social effects.

Experimental Studies: Experimental studies involve manipulating the exposure

to media content to determine the effects of exposure on the audience. For
example, participants can be randomly assigned to watch a violent or non-
violent media content, and their subsequent behavior can be observed to
determine the effect of exposure on aggression. Similarly, participants can
be exposed to media content that promotes pro-social behavior, and their
subsequent behavior can be observed to determine the effect of exposure
on helping behavior.

Surveys: Surveys are used to collect data on individuals' media consumption

habits and their attitudes and behaviors. By asking questions about media
consumption habits, researchers can determine the extent to which
individuals are exposed to antisocial or pro-social media content. Similarly,
questions about attitudes and behaviors can be used to determine the effect
of exposure to such content.

Meta-Analysis: Meta-analysis involves pooling data from multiple studies to

determine the overall effect of media on antisocial or pro-social behavior.
By combining data from multiple studies, researchers can obtain a more
accurate estimate of the effect of media exposure on behavior.

Overall, measuring antisocial and pro-social effects of media involves a

combination of different research methods. By using a variety of methods,
researchers can gain a more comprehensive understanding of the impact of
media on behavior and develop effective strategies to promote pro-social
behavior and reduce antisocial behavior.

Q.4 Discuss the role of computers in research process. What important

functions can be performed on SPSS? Discuss.
Computers have revolutionized the research process, making it more efficient,
accurate, and accessible. Computers are now used in all stages of the
research process, from data collection to analysis and presentation. Some
of the important roles of computers in the research process include:

Data Collection: Computers are used to collect data through online surveys,
social media, and other digital platforms. Data can be collected in real-
time, and researchers can monitor and analyze data as it is collected. This
saves time and reduces errors that may arise from manual data entry.

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Data Management: Computers are used to store, manage, and organize research
data. Data can be stored in databases, spreadsheets, or other software
programs. This makes it easier to access and retrieve data, and also makes
it more secure.

Data Analysis: Computers are used to analyze research data using statistical
software such as SPSS, SAS, or R. These software programs provide
powerful tools for analyzing data, including descriptive statistics,
inferential statistics, and regression analysis.

Data Visualization: Computers are used to create visual representations of

research data, such as graphs, charts, and tables. Data visualization makes
it easier to communicate research findings and helps to identify patterns
and trends in the data.

SPSS (Statistical Package for the Social Sciences) is a popular statistical

software program used in research. It provides a range of functions for
analyzing data, including:

Descriptive Statistics: Descriptive statistics include measures such as mean,

median, and standard deviation. SPSS provides functions for calculating
these measures for different variables in the data.

Inferential Statistics: Inferential statistics are used to make inferences about a

population based on a sample. SPSS provides functions for conducting t-
tests, ANOVA, and other inferential tests.

Regression Analysis: Regression analysis is used to model the relationship

between variables. SPSS provides functions for conducting linear
regression, logistic regression, and other types of regression analysis.

Data Transformation: SPSS provides functions for transforming data, such as

recoding variables or creating new variables from existing ones.

Data Visualization: SPSS provides functions for creating graphs and charts to
visualize data. These visualizations can help to identify patterns and trends
in the data.

Overall, the use of computers and software programs such as SPSS has greatly
enhanced the research process, making it more efficient and accurate.
These tools allow researchers to collect and analyze large amounts of data,
and to communicate their findings more effectively.

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Q.5 Discuss the evaluation of research in agenda setting perspectives.

Agenda setting is a theory that suggests that the media has a significant
influence on the issues that people consider important. Specifically, it
posits that the media has the power to shape the public's perception of what
issues are most pressing and worthy of attention. As such, evaluating
research in agenda setting perspectives is an important step in
understanding the influence of the media on public opinion.

One way to evaluate research in agenda setting perspectives is to consider the

methodology used in the research. For example, studies that use content
analysis to examine the media's coverage of particular issues can provide
valuable insights into the media's influence on public opinion. Such studies
can help to identify which issues receive the most coverage and how the
media frames these issues. This information can then be used to understand
the factors that shape public opinion and to develop strategies for
addressing important issues.

Another way to evaluate research in agenda setting perspectives is to consider

the theoretical framework used in the research. Theories of agenda setting
provide a useful framework for understanding the relationship between the
media and public opinion. For example, researchers may use the two-step
flow model to examine how opinion leaders and the media work together
to shape public opinion. This framework can help to identify the specific
factors that influence the media's influence on public opinion and to
develop effective strategies for addressing these factors.

A third way to evaluate research in agenda setting perspectives is to consider the

practical implications of the research. For example, studies that examine
the media's influence on public opinion can help to identify specific
strategies for influencing public opinion. This information can be used by
policymakers, activists, and other stakeholders to develop effective
strategies for addressing important issues.

In addition to these methods, it is also important to consider the limitations of

research in agenda setting perspectives. For example, research in this area
may be limited by the availability and quality of data. Additionally, the
relationship between the media and public opinion is complex and
multifaceted, and it may be difficult to draw clear conclusions from the
available research.

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Overall, evaluating research in agenda setting perspectives is an important step

in understanding the influence of the media on public opinion. By
considering the methodology, theoretical framework, practical
implications, and limitations of research in this area, researchers can
develop a more nuanced understanding of the relationship between the
media and public opinion, and develop effective strategies for addressing
important issues.

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