An Importance-Performance Approach to Evaluating Communication Effectiveness


  • Sarah L. Richardson


Communication process, importance-performance, evaluation, perceptions, task performance.


The paper explores the applicability of importance-performance methodology for evaluating perceptions of communication effectiveness held by employees of a large midwestern county parks and recreation department. The model of the communication process formed the framework of the survey research which identified employees' perceptions of messages transmitted, communication sources, methods of encoding, opportunities for feedback, and interfering "noise" factors. Using a research experience undertaken in a midwestern county park and recreation agency as a case study, the methodology and practical applications of importance-performance analysis as an evaluation tool are presented. The paper concludes with a discussion of key issues to be considered in the evaluation of organizational communication and a review of the relationship between effective communication, task performance, and job satisfaction.





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