Communication measurement and evaluation has come a long way in just a decade. Finally, measurement has become the watchword and results, results, results the mantra of executives. Instead of viewing an organizations communication as a kind of mystical intangible intangible methods, intangible effects and intangible results we now measure everything in our effort to build strong relationships with key publics and contribute to our organizations success. This crucial step has finally made us strategic.
Read Chapter 12 in its entirety before you start your discussion post assignment.
Re-examine the research methodologies identified in Chapter 3.
Determine and discuss how each of the Primary Research areas covered on pages 51-55 in your textbook (IN THE ATTACHMENTS) can be converted to an evaluation tool and would work best for your final project company/organization. (AMERICAN RED CROSS)
Discuss each of the following areas:
Focus Groups
Copy and Product Testing
