The Fundamentals of Measurement and Evaluation of Communication

Research output: Chapter in Book/Report/Conference proceedingChapter

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.
Original languageEnglish
Title of host publicationHandbook of Public Sector Communication
EditorsVilma Luoma-aho, María‐José Canel
PublisherJohn Wiley & Sons, Inc.
Chapter24
Pages367-382
Number of pages16
ISBN (Electronic)9781119263173, 9781119263203
ISBN (Print)9781119263142
DOIs
Publication statusPublished - 9 Mar 2020

Publication series

NameHandbooks in Communication and Media

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Gregory, A. (2020). The Fundamentals of Measurement and Evaluation of Communication. In V. Luoma-aho, & MJ. Canel (Eds.), Handbook of Public Sector Communication (pp. 367-382). (Handbooks in Communication and Media). John Wiley & Sons, Inc.. https://doi.org/10.1002/9781119263203.ch24