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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 15:
Developing a Plan for Monitoring and Evaluation
DISCUSSION QUESTIONS
1. What is the difference between monitoring and evaluation?
2. Why is this plan developed before a budget?
3. What is the very first question you ask yourself when developing the
evaluation plan? Why?
4. What is new or different for you on the Modi(ed Logic Model that was
presented?
5. When would it be critical to determine impact? When would it be "nice"
but not critical?
6. Does anyone have a good example of determining ROI for an effort?
7. Marketing Highlight
For the target audience for the deposit collection, what was their stage
of change?
Why do you think the Cue Cards only group did not decrease smoking
rates?
The authors suggest that the success rate with this strategy is still low.
What “P” do you think is missing?
8. Research Highlight
Summarize the tactics that led to increased breast cancer screening
rates.
