CHAPTER 7
Metrics
Measures that Determine the Success of Communication
Metrics are essential to good management, since many executives understand that you cannot manage what you cannot measure. Objective and scientific information, not emotional and anecdotal data, provides a context for evaluating performance, provides guidance for making mid-course adjustments, helps to identify competitive weaknesses and obstacles to overcome, and provides the basis for goal-setting. Setting clear research goals and objectives keeps an organization focused. Otherwise the cliché “If you don’t know where you’re going, any road will get you there” defines your actions.
Quality research starts with a clear vision of the reason for the research, as well as focused ...
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