lecture 10: effect evaluation

Question 1

what is evaluation?

Answer 1

it determines the degree to which the campaign reaches its objectives: it helps planners and scholars understand how and why a particular campaign worked and it provides information relevant for planning future activities

Question 2

why evaluate campaigns

Answer 2

1. determine/understand campaign effects
2. figure out ‘best practices’
3. to improve and learn from successes and failures
4. justify costs/resources used
5. determine return on investment
6. get public/political support
7. show successes to secure future funding

Question 3

article bauman et al about framework of evaluation

Answer 3

1. pre-program
   - campaign planning
   - formative evaluation
2. during the program
   - process evaluation
   - how objective is being reached
3. before and after
   - impact evaluation (short term: knowledge, beliefs)
   - outcome evaluation (long term: reduced disease, improve life)

Question 4

efficacy in research

Answer 4

• high internal validity, low external validity
• campaign evaluated under optimal conditions, lab research
• difficult to generalize

Question 5

effectiveness in research

Answer 5

• campaign evaluation under real life condition (field research)
• difficult and expensive (drop out, causality, non-compliance)

Question 6

pretest-posttest design, what’s the importance of control groups

Answer 6

if showing similar patterns in control region, everybody behaves more healthy regardless of campaign

if different pattern supper succesfull: increase in campaign while decrease in control

Question 7

why do people evaluate?

Answer 7

• to justify efforts
• input for future campaigns
• theory development

Question 8

how do they evaluate

Answer 8

1. pretest posttest
2. annual monitoring data of health behaviors
3. formative evaluation (pre-program)