DEVELOPING A

PLAN FOR
EVALUATION
AND
MONITORING
 EVALUATION
Singlefinal
assessment of a
project or program
 MONITORING
On-going
measurement of
program outcomes
 Our evaluation and monitoring
plan includes several components
and decision
 We will need too determine the
following process

 1. What will be measured

 2. How it will be measured
 3. When it will be measured
 4. How results will be reported and
used
WHAT WILL BE MEASURED
A. OUTCOMES MEASURES
(impact measure)
 - focus on specific results
we can attribute to our
program and campaign efforts
WHAT WILL BE MEASURED
B.PROCESS MEASURES
 relate more to an
assessment of campaign
activities and executional
elements
MAJOR INDICATORS USED FOR
MEASURING OUTCOMES
 INTENDED OUTCOMES (target audience
impact)
 1. change in behaviour
 2. change in behaviour intent
 3. change in knowledge
 4. change in belief
 5. responses to campaign elements
 6. awareness of campaign
 7. customer satisfaction levels
MAJOR INDICATORS USED FOR
MEASURING OUTCOMES
UNINTENDED OUTCOMES
(consequences)
 - measuring and reporting
WHAT WILL BE MEASURED
B.PROCESS MEASURES
 relate more to an
assessment of campaign
activities and executional
elements
PROCESS MEASURES
 - further insight regarding
outcomes can be gained
through review and analysis of
campaign activities, those
under the social market’s
control.

PROCESS MEASURES
1. Changes in policy and
infrastructure
2. Reach and frequency
3. Media coverage
4. Total impressions
PROCESS MEASURES
5. Dissemination of materials
6. Participation and
contributions from outside
sources
7. Assessment of
implementation of campaign
programs
HOW WILL IT BE MEASURED
- second step is to identify
methodologies and techniques
that will be used to actually
measure indicators established
in our first step
HOW WILL IT BE MEASURED
In general, audience surveys will be the
primary technique used in measuring
outcomes, given the focus on the actual
impact on our target audience in terms of
behaviour, knowledge and beliefs.
HOW WILL IT BE MEASURED
 Records, contact reports and
project progress reports will be
the primary sources of data for
measuring processes.
HOW IT WILL BE MEASURED
1. Quantitative Techniques
 - telephone surveys
 - mailed questionnaires
 - in-person interviews
HOW WILL IT ME MEASURED
2. Qualitative Techniques
- focus groups
 - informal interviews
 - capturing anecdotal
comments
HOW IT WILL BE MEASURED
3. Observation Research
 - evaluating behaviour
 - assessing skill levels
HOW WILL IT BE MEASURED
 4.Control Groups
 - results can be closely tied to
campaign and program efforts
 - extra precautions can even
be taken to ensure the similarity of
the control groups by conducting
surveys prior to the selection of the
groups and then factoring in any
important differences
HOW WILL IT BE MEASURED

5.Records and
Databases
 - campaign elements
WHEN IT WILL BE MEASURED
1. prior to campaign launch
2. during campaign
implementation
3. post campaign activities
 CLARIFY HOW THE INFORMATION
WILL BE USED AND WHO WILL BE
USING IT
 1.
Clarify with key stakeholders how
the information will be used and for
what purposes.
2. Prepare audiences for
the idea that many factors
will considered when
interpreting results.
3. Gain consensus (ahead of
time)