APPENDIX A

Standardized Measures for Public Relations Impact

Table A1 Recall measures

Data collection method

Prototype question

Response categories

Interviewer administered* (unaided)

Thinking back to what you have just (read/observed/reviewed/saw), tell me the (brands/products/services/issues/ topics) that you remember (reading/ observing/reviewing/seeing).

Open-ended responses with prelist of likely responses and an open response field.

Self-administered** (unaided)

Thinking back to what you have just (read/observed/reviewed/saw) , place an X in the boxes for the (brands/products/services/issues/topics) that you remember (reading/observing/reviewing/seeing) .

Open response field.

Interviewer administered (aided)

Thinking back to what ...

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