Chapter

Monitoring and Evaluation Research

W. Douglas Evans

in Social Marketing Research for Global Public Health

Published in print August 2016 | ISBN: 9780199757398
Published online August 2016 | e-ISBN: 9780190226022 | DOI: https://dx.doi.org/10.1093/acprof:oso/9780199757398.003.0006
Monitoring and Evaluation Research

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  • Public Health and Epidemiology
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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

Chapter.  11248 words.  Illustrated.

Subjects: Public Health and Epidemiology ; Medical Statistics and Methodology

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