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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