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PREVIEW TRADITIONAL EVALUATION Integrating Case Study: Cedar Springs Community Hospital, Segment 4 THE NEED FOR EVALUATION RESEARCH MEASURING THE WORTH OF PUBLIC RELATIONS EFFORTS Measurement Strategies Sources of Measurement Error CLOSED-SYSTEM EVALUATION Pretest/Posttest Design Disadvantages of the Closed-System Method OPEN-SYSTEM EVALUATION The Short-Term and Continuing Approaches An Open-System Plan in Actual Practice EVALUATION SOFTWARE SUMMARY |