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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 15:
Developing a Plan for Monitoring and Evaluation
CHAPTER SUMMARY
Key components of an evaluation and monitoring plan are determined by
answers to the following questions:
Why are you conducting this measurement and who is the audience for the
results?
What will you measure?
How will you conduct these measurements?
When will these measurements be taken?
How much will it cost?
Reasons why you are measuring will guide your research plan, as
methodologies will vary according to your reason for measurement. Is it to
fulfill a grant requirement? To do better the next time you conduct this same
campaign, to (hopefully) get continued, even increased funding? To help you
decide how to prioritize and allocate your resources going forward? Or to alert
you to midcourse corrections you need to make in order to achieve goals?
What you will measure to achieve your evaluation purpose is likely to fall into
one or more of (ve categories: inputs, outputs, outcomes, impacts, and
return on investment. Input measures report on program resources that were
expended. Output measures report on campaign activities, outcomes on
target audience responses, and impacts on improvements in social
conditions, as a result of targeted behavior adoption. The final ideal metric is
to report on return on investment.
Optional techniques for measurement include surveys that are quantitative,
qualitative, observational, or scienti(c/technical in nature, as well as ones
that use control groups and rely on records and databases.
In this plan you will also determine timing for evaluations, considering
opportunities to carry out measurements prior to campaign launch, during
campaign implementation, and once the campaign has ended.
Finally, you will determine costs for your proposed effort, which should be
weighed in light of potential benefit. (See worksheet in Appendix A on
potential evaluation measures.)
