Communication research, measurement and evaluation

The textbook answers the key question - ""can communications be measured against the bottom line?"". It includes the chapters on: what can be measured and what can't; how to build a measurement atmosphere; the ""Rule"" of measurement; building a sample; communication research techniques; measuring new media; conducting communication audits; hiring a consultant to hel you; what is the truth in measurement; the future of measurement evaluation; glossary of terms.