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Agile communication evaluation and measurement

机译：敏捷沟通评估与衡量

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Purpose - The purpose of this paper is to analyze what the concept of agility means for communication evaluation and measurement and to challenge assumptions of goal-oriented and organization-centric approaches to evaluation and measurement Design/methodology/approach - This paper is a development debate based on a literature review, regarding agility, evaluation theory, communication evaluation approaches and what agility means for communication measurement. Findings - Agility teaches that what works is more important than what was agreed upon in advance, so it is with more emphasis on needs rather than objectives. Regarding evaluation, the findings show that in today's communication evaluation theory, evaluation is equated with summative evaluation of smart designed and fixed objectives. In agility, evaluation is always formative, to foster development and improvement within an ongoing activity. Consequently smart objectives are no longer valid as fixed benchmarks and ex ante and ex post evaluations do not exist; instead evaluation is an on-going and forward looking activity during action. Regarding measurement, the basic focus in agility on user needs implies that qualitative methods are more obvious than quantitative. The classic Weberian idea of "Verstehen" is helpful to understand how to focus on needs rather than objectives. This paper finally explores the merits of action research and sense-making methodology as applicable measurements in which "Verstehen" is the basis. Research limitations/implications - Agility is a very radical concept. The practical and theoretical implications of agile evaluation and measurement mean a total change for practice as well as for communication measurement and evaluation theory building. Originality/value - The value of this paper is that it is the first to include agility into communication evaluation and measurement and that it, consequently, moves beyond organization-centric concepts of evaluation and measurement by bringing the often overlooked user needs into the game.
机译：目的-本文的目的是分析敏捷性概念对交流评估和测量的意义，并挑战以目标为导向和以组织为中心的评估和测量方法的假设设计/方法/方法-本文是发展辩论基于文献综述，涉及敏捷性，评估理论，沟通评估方法以及敏捷性对沟通衡量的意义。调查结果-敏捷性教导说，行之有效的东西比事前商定的更为重要，因此它更着重于需求而不是目标。关于评估，研究结果表明，在当今的传播评估理论中，评估等同于对智能设计目标和固定目标的总结性评估。在敏捷性方面，评估始终是形成性的，以促进正在进行的活动中的发展和改进。因此，聪明的目标不再有效，因为没有固定的基准，事前和事后评估都不存在；相反，评估是行动中持续不断的前瞻性活动。关于度量，敏捷性对用户需求的基本关注意味着定性方法比定量方法更为明显。韦伯式的经典“ Verstehen”概念有助于理解如何关注需求而不是目标。最后，本文以“ Verstehen”为基础，探讨了行动研究和感觉方法作为可适用度量的优点。研究局限性/含义-敏捷性是一个非常激进的概念。敏捷评估和测量的实践和理论意义意味着对实践以及沟通测量和评估理论构建的全面改变。原创性/价值-本文的价值在于，它是第一个将敏捷纳入沟通评估和衡量的方法，因此，它通过将经常被忽视的用户需求引入游戏中，从而超越了以组织为中心的评估和衡量概念。

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