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Social Marketing Research for Global Public HealthMethods and Technologies$
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W. Douglas Evans

Print publication date: 2016

Print ISBN-13: 9780199757398

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780199757398.001.0001

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Monitoring and Evaluation Research

Monitoring and Evaluation Research

Tools and Evidence for Understanding Social Marketing Performance During and After Implementation

Chapter:
(p.139) 6 Monitoring and Evaluation Research
Source:
Social Marketing Research for Global Public Health
Author(s):

W. Douglas Evans

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199757398.003.0006

Social marketing monitoring and evaluation aim to determine the effectiveness of campaigns in achieving their communication and behavioral outcome objectives. They seek to answer two questions: Did the campaign achieve its objectives? If so, how did it achieve them? Monitoring and evaluation studies are both concerned with process and outcome evaluation; impact of campaigns can be inferred from process and outcome. Digital technologies, including the Internet and mobile phones, are increasingly part of the monitoring and evaluation toolkit. This chapter details methods and measures for process and outcome evaluation, including dosage measurement and design challenges and considerations. The chapter also covers examples from childhood obesity prevention, sexual health, and the US national census.

Keywords:   process evaluation, monitoring, outcome evaluation, exposure, dosage, childhood obesity, sexual health, US national census

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