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- W2584160986 abstract "This chapter sets out some of the basic principles and concepts involved in measuring and evaluating communication. It briefly lays out the main points in the evaluation debate, then systematically explores how evaluation is an embedded essential in the strategic planning cycle starting with the importance of setting SMART objectives. It goes on to explore the major measurement and evaluation models with their underpinning program logic rationale, defines the main evaluation stages of inputs, outputs, outtakes, outcomes, and outflows before outlining some of the strands of the effectiveness discussion. The chapter concludes with a consideration the quantitative versus qualitative evaluation argument." @default.
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- W2584160986 date "2020-02-07" @default.
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- W2584160986 title "The Fundamentals of Measurement and Evaluation of Communication" @default.
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- W2584160986 doi "https://doi.org/10.1002/9781119263203.ch24" @default.
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