Feedback, its

importance & types

 What is Feedback? 

• Definition of feedback in Communication

• The observation of the receiver’s response is called feedback. In other words,
the part of the receiver’s response communicated back to the sender is called
feedback. Actually it is the amount of response of the receiver that reaches to
the sender.
• It enables the sender to evaluate the effectiveness of the message. Some
definitions on feedback are given below-
• According to Bartol & Martin, “Feedback is the receiver’s basic response to the
interpreted message”.
• In the opinion of Bovee & Others, “Feedback is a response from the receiver
that informs the sender how the communication is being received in general”.
Model of feedback process
 Feedback is inevitably essential to make 
two way communication effective. In
fact, without feedback
communication remains incomplete.
 Importance of feedback
• Collection of Information: Feedback is the only way to collect
information from the receiver, if the receiver doesn’t send message of
information (Feedback) to the sender, there is no way to collect
information from him. So, feedback helps the organization (Sender) to
collect information from different people (Receivers).
• Completion of Entire Communication Process: Feedback is the last and
important step of communication process. Through feedback, the
sender can learn the reaction or response of the receiver. It is an
essential step of communication without which communication process
is incomplete. So, in two-way communication feedback is mandatory.
 Cont….
• Measuring the Effectiveness of Communication: Feedback is the only
way to get the response or reaction of the receiver. From it, the
sender knows how well his message is understood and how it will be
used by the receiver. By analyzing the reaction, positive or negative,
the sender of the message can measure to what extent
communication is effective and what are the limitations with it. So, in
two-way communication feedback is the only way to assess the
success of communication.
 Cont….
• Improving Labor-Management Relationship: A good labor-
management relationship is a must for smooth functioning of
organizational activities. If management believes in Two Way
Communication system and permits the employees to express their
feelings, reactions and opinions on various matters, they will be highly
satisfied. So, management should seek feedback from employees on
different issues and at the same time they should provide feedback
to employees. This practice will help management to create a
congenial atmosphere in the organization that is essential for
organizational success. So, Feedback helps to establish a healthy
labor-management relationship in the organization.
 Cont….
• Measuring the Effectiveness of Media: We use different type of
media to transmit messages. The receiver gets the message by the
media and understands its meaning. If receiver sends his feedback to
the sender, it means that the media are appropriate. Improper media
cannot reach the message to the receiver and thus fails to produce
any Feedback. So, Feedback can be used as a criterion of Effectiveness
of Media.
 Cont….
• Taking proper Decision: Feedback helps the sender to take proper
decision. If the receiver does not send his reaction or response on
certain issue, the sender cannot decide on it. For example, sometimes
manager sends plans and decision or policies to the subordinates for
their appraisal. If the subordinates send their options, suggestion,
complaints, reaction to the managers, they can take better decisions.
So, Feedback helps the managers to take proper and quality decisions.
 Cont….
• Problem Solving: Different types of problems may arise in an
organization that must be solved duly and timely. Two Way
Communication helps to address the problem and provide solution to
the problem. For Example, if employees of an organization call for
strike from the day after tomorrow if their due salary is not paid by
tomorrow. After receiving the message, management of the
organization decides to meet their demand but doesn’t inform the
employees. Problem will remain, as the feedback of the management
could not reach to the employees.
 Cont….
• Coordination among Various Departments: There are many
departments working in an organization to achieve the super-ordinate
goals of the organization. For the smooth functioning of the activities,
these departments must coordinate and cooperate with each other.
For coordination, each department must contact with other and send
back response to any query of other departments. So, Feedback is
essentially required for bringing coordination among departments.
 Cont….
• Getting the Reactions of Receiver: Through feedback the sender can
get the responses or reactions of the receiver of his message. From
the response, the sender responses, the sender can assess how well
the receiver has understood his message and if there is any
clarification to be made.
 Types of Feedback
• Each feedback opportunity presents you with choices along at least
the following five dimensions/types:
1. Positive–negative
2. Immediate–delayed
3. Low monitored–high monitored
4. Judgmental–nonjudgmental
5. Supportive–critical
 Positive–Negative
• Feedback may be positive (you pay a compliment or pat someone on
the back) or negative (you criticize someone or scowl). Positive
feedback tells the speaker that he or she is on the right track and
should continue communicating in essentially the same way.
• Negative feedback tells the speaker that something is wrong and that
some adjustment should be made.
 Immediate–delayed

• In interpersonal situations, feedback is often sent immediately after

the message is received; you smile or say something in response
almost simultaneously when you receive the message.
• In other communication situations, however, the feedback may be
delayed. Instructor evaluation questionnaires completed at the end of
a course provide feedback long after the class began.
 Low-Monitoring–High-
Monitoring Feedback
• Feedback varies from the spontaneous and totally honest reaction
(low-monitored feedback) to the carefully constructed response
designed to serve a specific purpose (high-monitored feedback).
• In most interpersonal situations, you probably give feedback
spontaneously; you allow your responses to show without any
monitoring. At other times, however, you may be more guarded, as
when your boss asks you how you like your job.
Judgmental–nonjudgmental

Example of judgmental

Example of non-judgmental
 Supportive–critical

• Supportive feedback accepts the speaker and what the speaker says.
It occurs, for example, when you console another, encourage him or
her to talk, or otherwise confirm the person’s definition of self.
• Critical feedback, on the other hand, is evaluative; it’s judgmental.
When you give critical feedback (whether positive or negative), you
judge another’s performance—as in, for example, coaching someone
learning a new skill.
 Conclusion
• Of course, these categories are not exclusive. Feedback does not have
to be either critical or supportive; it can be both. For example, in
talking with someone who is trying to become a more effective
interviewer, you might critically evaluate a practice interview but also
express support for the effort. Similarly, you might respond to a
friend’s question immediately and then after a day or two elaborate
on your response. Because each situation is unique, it’s difficult to
offer specific suggestions for making your feedback more effective.
But, with some adjustments for the specifics of the situation, the
following guides might prove helpful:
 Conclusion
• < Focus on the message rather than the motives behind the message or behavior. Say, for example,
“You forgot my birthday” rather than “You don’t love me.”
< If your feedback is largely negative, try to begin with something positive. There are always positives
if you look hard enough. The negatives will be much easier to take, after hearing some positives.
< Ask for feedback on your feedback, for example, say “Does this make sense?” “Do you understand
what I want our relationship to be?”
< When you’re the recipient of feedback, be sure to show your interest in feedback. This is vital
information that will help you improve whatever you’re doing. Encourage the feedback giver. Be
open to hearing this feedback. Don’t argue; don’t be defensive.
< Check your perceptions. Do you understand the feedback? Ask questions. Not all feedback is easy
to understand; after all, a wink, a backward head nod, or a smile can each signal a variety of different
messages. When you don’t understand the meaning of the feedback, ask for clarification
(nondefensively, of course). Paraphrase the feedback you’ve just received to make sure you both
understand it: “You’d be comfortable taking over the added responsibilities if I went back to school?”