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Explaining Outcome – The role of utilizing measurement insights for planning and reporting. A quantitative analysis of Swedish communicators.

Söderqvist, Robert LU (2017) SKOM12 20171
Department of Strategic Communication
Abstract
The relevance of M&E insights being utilized for reporting, contra planning purposes, for predicting level of outcome implementation have been neglected in previous literature. However, this study can show that when measurements and evaluations is used for future planning of communication activities, level of outcome implementation increase largely.

This study can also predict the level of which M&E used for reporting and planning purposes. Level of Knowledge, Perceived lack of budget and Perception of standards are independent variables being identified to explain the level of M&E being utilized for reporting and planning purposes.

Empirical data of this study is based on a quantitative survey (75 respondents) filled out by Swedish... (More)
The relevance of M&E insights being utilized for reporting, contra planning purposes, for predicting level of outcome implementation have been neglected in previous literature. However, this study can show that when measurements and evaluations is used for future planning of communication activities, level of outcome implementation increase largely.

This study can also predict the level of which M&E used for reporting and planning purposes. Level of Knowledge, Perceived lack of budget and Perception of standards are independent variables being identified to explain the level of M&E being utilized for reporting and planning purposes.

Empirical data of this study is based on a quantitative survey (75 respondents) filled out by Swedish communication practitioners and statistical analyzes. (Less)
Popular Abstract
Even though a large body of literature suggest that communication outcome should be implemented, empirical research identify an unmistakably large lack of implementation of outcome. This study can show that practitioners using data, derived from measuring communication activities, future-oriented, as a basis for future planning of communication outcome tend to be implemented to a higher degree.

Communication outcome is the umbrella term for measurement practices that evaluate the effect of communication activities. Effect in terms of target groups’ knowledge, understanding, attitude and intention to act in certain ways. What may explain communication outcome implemented in practice have occupied scholars for quite some time, however... (More)
Even though a large body of literature suggest that communication outcome should be implemented, empirical research identify an unmistakably large lack of implementation of outcome. This study can show that practitioners using data, derived from measuring communication activities, future-oriented, as a basis for future planning of communication outcome tend to be implemented to a higher degree.

Communication outcome is the umbrella term for measurement practices that evaluate the effect of communication activities. Effect in terms of target groups’ knowledge, understanding, attitude and intention to act in certain ways. What may explain communication outcome implemented in practice have occupied scholars for quite some time, however this study contributes to this literature by serving an explanation not identified before.

Using insights, collected by measuring the progress of communication activities, as a basis for future strategic planning of communication activities tend to correlate with implementing outcome. It seems like communication outcome is suitable when findings from measurements are used with the ambition to look forward; and utilize insight for future planning of communication.

Why measurements are used for planning purposes (contra used for retrospective purposes) can in turn be explained by level of knowledge among practitioners, whether they perceive to be lacking resources and their perception towards measurement standards. In summary, do the usage of measurement findings play an important role in understanding why practitioners implement measurement practices the way they do.

This study uses a quantitative method, and the empirical data collected based of 75 Swedish communication practitioners answering a survey. The data was then statistically analyzed and the conclusions summarized above was made. (Less)
Please use this url to cite or link to this publication:
author
Söderqvist, Robert LU
supervisor
organization
course
SKOM12 20171
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Strategic communication management, Measurement & Evaluation, strategic planning, communication outcome, statistical analysis, M&E insights
language
English
id
8927925
date added to LUP
2017-11-06 21:16:53
date last changed
2017-11-06 21:16:53
@misc{8927925,
  abstract     = {The relevance of M&E insights being utilized for reporting, contra planning purposes, for predicting level of outcome implementation have been neglected in previous literature. However, this study can show that when measurements and evaluations is used for future planning of communication activities, level of outcome implementation increase largely.

This study can also predict the level of which M&E used for reporting and planning purposes. Level of Knowledge, Perceived lack of budget and Perception of standards are independent variables being identified to explain the level of M&E being utilized for reporting and planning purposes.

Empirical data of this study is based on a quantitative survey (75 respondents) filled out by Swedish communication practitioners and statistical analyzes.},
  author       = {Söderqvist, Robert},
  keyword      = {Strategic communication management,Measurement & Evaluation,strategic planning,communication outcome,statistical analysis,M&E insights},
  language     = {eng},
  note         = {Student Paper},
  title        = {Explaining Outcome – The role of utilizing measurement insights for planning and reporting. A quantitative analysis of Swedish communicators.},
  year         = {2017},
}