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About: Alan Chumley

Alan Chumley, Director of Communications Research, Leger Marketing, is an instructor of communications research in the PR programs at Ryerson and McMaster Universities, an academic advisor to the CPRS measurement committee, as well as an industry speaker, conference chair, and blogger: http://alanchumley.wordpress.com

Measurement-by-Tactic vs. Measurement-by-Objective

December 17th, 2008 | Features | 1 Comment

Research IS measurement. Measurement IS research. The same techniques and tools. The same continuum. Different times, perhaps, but they are co-dependent and co-enablers. Using research in a pre-campaign, formative capacity can puts us in a more measurement-friendly place post-campaign.

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