@inbook{1cdb8b94156e4487a97414845528b349,
title = "The Fundamentals of Measurement and Evaluation of Communication",
abstract = "This chapter sets out some of the basic principles and concepts involved in measuring and evaluating communication. It briefly lays out the main points in the evaluation debate, then systematically explores how evaluation is an embedded essential in the strategic planning cycle starting with the importance of setting SMART objectives. It goes on to explore the major measurement and evaluation models with their underpinning program logic rationale, defines the main evaluation stages of inputs, outputs, outtakes, outcomes, and outflows before outlining some of the strands of the effectiveness discussion. The chapter concludes with a consideration the quantitative versus qualitative evaluation argument.",
keywords = "Evaluation, Measurement, Monitoring, Planning cycle, SMART, Objectives, Program logic, Evaluation models, Effectiveness, ROI",
author = "Anne Gregory",
year = "2020",
month = mar,
day = "9",
doi = "10.1002/9781119263203.ch24",
language = "English",
isbn = "9781119263142",
series = "Handbooks in Communication and Media",
publisher = "John Wiley & Sons Inc. ",
pages = "367--382",
editor = "Vilma Luoma-aho and Canel, {Mar{\'i}a‐Jos{\'e} }",
booktitle = "Handbook of Public Sector Communication",
address = "United States",
}