Chapter 14 - Step 8: Monitoring & Evaluation Flashcards
Major components of an evaluation plan
Purpose
Results to be measured
Methods
Timing of measurement
Budget
Monitoring
Measurements conducted after launch but before completion
Evaluation
Final report on what happened
5 components of a modified logic model
Inputs (resources spent)
Outputs (activities to influence desired behaviour)
Outcomes (audience response)
Impact
ROI
Input measures
Money
Staff time
Volunteer hours
Existing materials used
Distribution channels
Partner contributions
Output/process measures
Number of materials distributed
Reach and frequency
Media coverage
Total impressions/cost per impression
Cost per click
Implementation of program elements
Outcome measures
Changes in behaviour
Changes in behaviour intent
Changes in knowledge
Changes in belief or attitudes
Responses to campaign elements
Campaign awareness
Norms creation
Customer satisfaction levels
Partnerships and contributions created
Policy changes
Impact measures
Based on the social issue
eg:
Lives saved
Diseases prevented
Water quality improved
AQI
Landfill reduced
ROI
Money spent
Behaviours influenced
Cost per behaviour influenced
Benefit per behaviour
ROI (#behaviour influenced * economic benefit per behaviour = gross economic benefit)
Primary technique to measure outcomes
Records
Quantitative surveys
Randomized trials
Nonrandomized control groups
Qualitative surveys
Observation research
Scientific or technical surveys
Comparative effectiveness research
Pilots
3 times to measure campaign
Prior to campaign launch (baseline)
During campaign
Post-campaign
Costs to techniques of measurement
Minimal costs (records, databases, anecdotal comments)
Moderate costs (citizen surveys, observation research)
Significant costs (randomized controlled trials, scientific or technical surveys)
5 levels of social marketing effectiveness
Awareness
Engagement
Behaviour
Social norm
Well-being
