Chapter

Evaluation

Dominic McVey, Adam Crosier and Alex Christopoulos

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199550692.003.14
 Evaluation

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This chapter describes the common approaches to evaluation, which is the fourth step in the Total Process Planning (TPP) framework. As well as setting out the theory behind designing and conducting evaluation research, it provides case studies that show how evaluation works in practice. By the time the evaluation phase is reached, you should have completed the scoping report, and developed and implemented your marketing strategy. However, evaluation is not a distinct stage that only needs to be addressed when you have implemented your intervention. It must be considered from the scoping stage onwards.

Keywords: Total Process Planning; social marketing initiative; evaluation research

Chapter.  9135 words. 

Subjects: Public Health and Epidemiology

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