Exam Notes_Campaign Evaluation

Exam Notes_Campaign Evaluation - CAMPAIGNEVALUATION...

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CAMPAIGN EVALUATION Evaluation Systematic application of research procedures to understand: Conceptualization Design Implementation Utility of interventions Determines whether a program was effective, how it did or did not achieve its  goals, and the efficiency with which it achieved them Evaluation is essential to campaign; it improves the probability of achieving  goals by forcing one to specify campaign goals and objectives Once objectives are specified it is possible to create programs to meet  objectives and develop instruments to measure them Functions of Evaluation 1. To determine the degree to which the campaign reached its objectives (HOW) 2. Help planners and scholars understand how or why a particular campaign  worked (WHY) 3. Provide information relevant for planning future campaigns (BETTER) Barriers to Evaluation The perceived cost of evaluation The perception that research takes too much time Detracts from program implementation Evaluation Phases 1. 2. Formative Research Define the scope of problem Research on possible intervention strategies Audience identification (specific) and analysis (objective and cognitive) Target behavior to change Determine factors limiting possible implementation Test message strategies o Preproduction o Production Testing (Pretesting actual message)
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Test effectiveness of communication channels (Atkin) 3. Evaluator develops Study Design
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Exam Notes_Campaign Evaluation - CAMPAIGNEVALUATION...

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