Communication Research, Measurement and Evaluation
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Communication Research, Measurement and Evaluation
A Practical Guide for Communicators
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by Louis C. Williams, Jr., ABC, APR
Learn to prove the value of your communication efforts to your organization's leadership, gain a better understanding of your audience and use your findings to plan successful programs. Readers of IABC's definitive guide to communication measurement will draw on the wisdom of veteran consultant and trainer Lou Williams. An easy-to-read presentation of proven measurement techniques is gathered in a ring-bound manual, including:
- Sample questionnaires and surveys.
- Interview and focus group guidelines.
- Techniques for practical data analysis.
- Best-practice case studies.
Available in print and PDF format.
Details: 296 pages
©2003
Contents
The $64,000 Question: Can Communication Be Measured Against the Bottom Line?
The Role of Media Relations
Building a Measurement Atmosphere
The "Rules" of Measurement
Building a Sample: How Exact Do You Need to Be?
Traditional Techniques for Gathering Information
Common Communication Research Techniques
Advertising Equivalencies and ROI
Measuring New Media
Conducting Communication Audits
Hiring a Consultant to Help You
What is the Truth in Measurement?
The Future of Measurement and Evaluation
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