Pros and Cons of Common Communication Measurement Methods - Kademy - chunk 5

countless ways. Here we’ll highlight the most common ways each method is used along with benefits and concerns of each, to help you select the best methods for your campaigns. 1. Quantitative The quantitative method uses closed questions to gather numerical data. Surveys, polls, and digital analytics are examples of this. Closed questions have a pre-determined set of responses – like ‘yes’ or ‘no’ and ‘agree’ or ‘disagree.’ Closed questions may also use scales like ‘strongly agree,’ ‘somewhat agree,’ and ‘strongly disagree.’ When we know the metrics we want to track – like employees’ understanding of a key message or their agreement with a value statement – the quantitative method very efficiently answers the question, “How many, by when?” Quantitative is helpful for larger sample groups and is recognised as being objective because it produces hard data and is rarely subjected to bias – extremely useful when presenting your findings to fact-driven business partners!