Module 12 Discussion: Communications Measurement & Evaluation

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 organization’s 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 organization’s 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 55-59 in your textbook can be converted to an evaluation tool and would work best for Comcast 
• Discuss each of the following five areas:
  • Focus Groups (discuss this area in a minimum of a paragraph)
  • Copy and Product Testing (discuss this area in a minimum of a paragraph)
  • Psychographic Studies (discuss this area in a minimum of a paragraph)
  • Social Media Analytics (discuss this area in a minimum of a paragraph)
  • Survey Research and Opinion Sampling (discuss this area in a minimum of a paragraph)
• I AM LOOKING FOR SPECIFICS! DO NOT GIVE ME A GENERAL OVERVIEW OF WHAT EACH AREA CAN DO, RATHER SPECIFICALLY DETAIL HOW EACH OF THESE FIVE AREAS WILL BE USED TO BEST SUIT Comcast 

Use headers to identify each area 

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