Begin with the basic planning questions. Then address the expanded planning items to the extent they help. Skip any items that don't address your planning needs.
How will you measure awareness objectives?
How will you measure acceptance objectives?
How will you measure action objective?
Methodology:
When can this information be obtained?
After-only study
Before-after study
What research methodologies would be most effective?
Judgmental assessment (personal experience? outside experts?)
Interviews with key people. Which people?
Focus groups with representative publics. Which publics?
Survey of representative publics. Which publics?
Control group?
Content analysis of representative artifacts. Which artifacts?
Readership study
Media tracking
Evaluation Categories
Indicate how each of the following methodologies might be used to evaluate each individual tactic
Evaluation of Output
Message production
Message dissemination
Message cost analysis
Advertising equivalency
Evaluation of Awareness Objectives
Message exposure
Message content analysis
Readability measures
Message recall
Evaluation of Acceptance Objectives
Audience feedback
Benchmark (baseline) study
Evaluation of Action Objectives
Audience participation
Direct observation of results
What standards of accuracy and reliability are needed for the evaluation?
Who can provide information for evaluation?
Audience
Who will receive the final evaluation?
How will it be used?
What level of candor are decision-makers willing to receive?
Evaluation Schedule
Timeline for implementation report
Timeline for progress report
Timeline for final evaluation
Evaluation Program Checklist
Is this evaluation program
- useful to the organization?
- clearly linked to established objectives?
- appropriate as to cost?
- appropriate as to time?
- appropriate as to other resources?
- ethical and socially responsible?
- credible, with accurate data?
- actionable?