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 you have just (read/observed/reviewed/saw), tell me if you remember (reading/observing/reviewing/seeing) about any of the following (brands/products/services/ issues/topics). |
List of brands, products, services, issues, or topics that are or could have been included in the communication. These are typically presented in a random order. |
Self-administered (aided) |
Thinking back to what you have just (read/observed/reviewed/ saw) , place an X in the boxes if you remember (reading/observing/ reviewing/seeing) about any of the following (brands/products/services/ issues/topics). |
List of brands, products, services, issues, or topics that are or could have been included in the communication. These are typically presented in a random order. |
Source: Michaelson and Stacks (2011). Used with permission.
*Interviewer administered studies include telephone surveys, in person surveys and intercept studies where a trained research asks questions of a respondent and records their responses.
**Self-administered studies include online studies and any other type of study where the respondent records their own answers to questions. The recording medium can include paper questionnaires as well as computer-based recording.
Table A2 Knowledge measures
Data collection method |
Prototype question |
Response categories |
Interviewer administered |
Next, I am going to read you a series of statements about a (brand/product/ issue/service/topic). That (brand/ product/service/issue/topic) is a (insert category) called (insert name). After I read you each statement, please indicate if you “strongly agree,” “somewhat agree,” “neither agree nor disagree,” “somewhat disagree,” or “strongly disagree,” with each statement about (insert name). |
List of attributes that describe the brand, product, services, issues, or topics that are or should have been included in the communication. These attributes are typically read to respondents in a random sequence. |
Self-administered |
Next, you are going to read a series of statements about a (brand/product/ service/issue/topic). That (brand/ product/service/issue/topic) is a (insert category) called (insert name). After you read each statement, please indicate if you “strongly agree,” “somewhat agree,” “neither agree nor disagree,” “somewhat disagree,” or “strongly disagree,” with each statement about (insert name). |
List of attributes that describe the brand, product, service, issues, or topics that are or should have been included in the communication. These attributes are typically presented to respondents in a random sequence if an online survey method is used. Answer categories are shown with each statement. |
Interviewer or self-administered |
Based on everything you have read, how believable is the information you just saw about the (brand/ product/service/issue/topic)? By believable we mean that you are confident that what you are (seeing/ reading/hearing/observing) is truthful and credible. |
The response categories for this question are typically a scale that measures an overall level of credibility or believability. One of the most common and reliable scales consists of five points ranging from ”very believable” to “very unbelievable” with a neutral midpoint.* |
Source: Michaelson and Stacks (2011). Used with permission.
*This type of scale is often referred to as a Likert scale. The scale was developed by Rensis Likert at the University of Michigan Institute for Social Research. The scale is noted for its high degree of reliability in survey research.
Table A3 Measures of interest
Data collection method |
Prototype question |
Response categories |
Interviewer or self-administered |
After (seeing/reading/hearing/ observing) this material would you say you are “very interested,” “somewhat interested,” “neither interested nor uninterested,” “somewhat uninterested,” or “very uninterested” in this (brand/product/ service/issue/topic)? |
The response categories for this question are typically a scale that measures an overall level of interest. One of the most common and reliable scales consists of five points ranging from “very interested” to “very uninterested” with a neutral mid-point. The scale is similar to that used in the credibility or believability measure described in Table A1. |
This product is a value for its price. The product has been presented honestly. Based on what I know of it, this product is very good. This product is something that is like me. Based on what I know of it; this product is an excellent choice for me. Based on what I know of it, I find this product quite pleasant to use. This product is used by people in my economic class. I think the product is very consumer unfriendly. People who buy this product are very much like me. I think this product is very reliable. This product reflects my social background. I would purchase this product because it reflects my lifestyle. This product is awful. People who use this product are culturally similar to me. |
The response categories for these questions would range from “strongly agree” to “strongly disagree.” |
Source: Michaelson and Stacks (2011). Used with permission.
Table A4 Measures of relationship
Data collection method |
Prototype question |
Response categories |
Interviewer administered |
I am going to read you a series of statements about the (brand/product/ service/issue/topic). There are no right or wrong answers, we are interested in how much you agree or disagree with the statements. Do you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or strongly disagree? Place an X in the box that best represents your answer for each statement. |
The response categories for this question are typically a scale that measures an overall level of agreement. One of the most common and reliable scales consists of five points ranging from “strongly agree” to “strongly disagree” with a neutral midpoint. The scale is similar to that used in the interest measure previously described. |
Self-administered |
Please respond to the following statements about the (brand/product/ service/issue/topic). There are no right or wrong answers, we are interested in how much you agree or disagree with the statements. Place an X in the box that best represents your answer for each statement. |
The response categories for this question are typically a scale that measures an overall level of agreement. One of the most common and reliable scales consists of five points ranging from “strongly agree” to “strongly disagree” with a neutral midpoint. The scale is similar to that used in the interest measure previously described. |
Table A5 Measures of preference and specified action
Data collection method |
Prototype question |
Response categories |
Interviewer administered |
I am going to read you a list of different (brands, products, services) that you can buy at your local store follows. Which one of these (brands, products, services) do you prefer most? |
List of brands, products, services, issues, or topics that are or could have been included in the communication. These are typically presented in a random order. |
Self-administered |
A list of different (brands, products, services) that you can buy at your local store follows. Which one of these (brands, products, services) do you prefer most? Place an X in the box that best represents your answer. |
List of brands, products, services, issues, or topics that are or could have been included in the communication. These are typically presented in a random order. |
Interviewer or self-administered |
Based on everything you have (seen/read/heard/observed) about this (brand, product, service, issue, topic), how likely are to (purchase/ try/support) this (brand, product, service, issue, topic). Would you say you are “very likely,” “somewhat likely,” “neither likely nor unlikely,” “somewhat unlikely,” or “very unlikely” to (purchase/try/support) this (brand/product/service/issue/ topic)? |
The response categories for this question are typically a scale that measures an overall level of intent to take a specific action. One of the most common and reliable scales consists of five points ranging from “very likely” to “very unlikely” with a neutral midpoint. The scale is similar to that used in the credibility or believability measure described in Table A1. |
Source: Michaelson and Stacks (2011). Used with permission.
Table A6 Measures of advocacy
Data collection method |
Prototype question |
Response categories |
Interviewer administered |
I am going to read you a series of statements about the (brand/product/ service/issue/topic). There are no right or wrong answers, we are interested in how much you agree or disagree with the statements. Do you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or strongly disagree? Place an X in the box that best represents your answer for each statement. |
The response categories for this question are typically a scale that measures an overall level of agreement. One of the most common and reliable scales consists of five points ranging from “strongly agree” to “strongly disagree” with a neutral midpoint. The scale is similar to that used in the interest measure previously described. |
Self-administered |
Please respond to the following statements about the (brand/product/ service/issue/topic). There are no right or wrong answers, we are interested in how much you agree or disagree with the statements. Place an X in the box that best represents your answer for each statement. |
The response categories for this question are typically a scale that measures an overall level of agreement. One of the most common and reliable scales consists of five points ranging from “strongly agree” to “strongly disagree” with a neutral midpoint. The scale is similar to that used in the interest measure previously described. |
I will recommend this (brand, product, service, issue, topic) to my friends and relatives. People like me can benefit from this (brand, product, service, issue, topic). I like to tell people about (brands, products, services, issues, topics) that work well for me. Word-of-mouth is the best way to learn about (brands, product, services, issues, topics). User reviews on websites are valuable sources of information about (brands, products, services, issues, topics). |
The response categories for these questions would range from “strongly agree” to “strongly disagree.” |
Source: Michaelson and Stacks (2011). Used with permission.