Pros and Cons of Common Communication Measurement Methods - Kademy - chunk 14

questionable unless purposefully targeting specific audiences. Keep in mind, qualitative data can’t usually be generalized to the overall population. 3. Observational The observational method works well with measuring behaviour change by using direct observations of your target audience to determine whether they’re doing what the campaign is encouraging them to do. This method uses simple tallies to record employee behaviours and (inter)actions. Walkabouts and training sessions are typical ways to gather this type of data. Observational data is usually easy to gather, especially if it’s used with a smaller sample size.