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Research, Measurement, and Evaluation

In: Business Essentials for Strategic Communicators

Author

Listed:
  • Matthew W. Ragas

    (DePaul University
    University of Florida)

  • Ron Culp

    (DePaul University)

Abstract

Two well-known phrases among business managers are “you cannot manage what you cannot measure” and “what gets measured gets done” (see House & Price, 1991, p. 92). Unfortunately, strategic communication has traditionally lagged as a field when it comes to research, measurement, and evaluation. In fact, communicators have even been known to say: “I know I wasted half of my communication budget. I just don’t know which half.” This is now changing.

Suggested Citation

  • Matthew W. Ragas & Ron Culp, 2014. "Research, Measurement, and Evaluation," Palgrave Macmillan Books, in: Business Essentials for Strategic Communicators, chapter 0, pages 139-153, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38533-8_10
    DOI: 10.1057/9781137385338_10
    as

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