Using Survey Research to Evaluate Communications Campaigns

Abstract

The use of survey research is perhaps the best example of the need to plan for communications evaluation because it is costly and highly sensitive to three elements of campaign design: your audience, your goal, and your campaign's communications budget.This paper will outline the questions you need to ask in the design stages of a communications campaign to maximize your chances of using survey research only when you need it, as well as explain the different types of survey methodologies for evaluation and their advantages and disadvantages