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critical part of campaign planning. When we measure our campaign outcomes, we’re showing the impact of communications on changing employee behaviours, feelings, and knowledge. Generally speaking, we have three methods of measurement to choose from – quantitative, qualitative, and observational – and each can be carried out in 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.
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