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Programme

How to Evaluate your Communications Programmes Strategic Communications Workshop for UNICs in sub-saharan Africa Nairobi, 8-10 June 2005. Programme. Results-based management Impact of communications activities Data collection methods Surveys. Results-based Management.

nicholas-kirkland
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Programme

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  1. How to Evaluate your Communications Programmes Strategic Communications Workshop for UNICs in sub-saharan Africa Nairobi, 8-10 June 2005 Department of Public Information (ECRU-OUSG)

  2. Programme • Results-based management • Impact of communications activities • Data collection methods • Surveys Department of Public Information (ECRU-OUSG)

  3. Results-based Management Programme planning based on objectives, identification of target audiences, etc. Implementing activities; Collecting information on programme outcome; Feeding this information back into programme planning; Communications Strategy Lessons learned Activities Assessment Department of Public Information (ECRU-OUSG)

  4. Impact of public information IMPACT Change behavior Level of Impact Increasesupport Raise awareness Type of Information Activity, Product or Programme Department of Public Information (ECRU-OUSG)

  5. Data collection methods • Interviews • Focus groups • Content analysis • Media monitoring and analysis • Surveys Department of Public Information (ECRU-OUSG)

  6. Media monitoring and analysis DPI relies mainly on media monitoring: • Number of pick-ups, broken down by issue, country, region etc. Systematic media analysis: • Currently being developed within DPI Department of Public Information (ECRU-OUSG)

  7. Surveys • Telephone surveys • Surveys by mail • Hard-copy surveys • Online surveys -- companies providing free online surveys: • www.surveymonkey.com • www.zoomerang.com Department of Public Information (ECRU-OUSG)

  8. Questionnaire development • What do we want to ask whom? • Think about possible topics and questions. • Prepare the individual questions. • Give the questions a logical order. • Get colleagues to fill out the questionnaire. • Corrections, layout Department of Public Information (ECRU-OUSG)

  9. Basic rules • Keep it simple, keep it short! • Provide clear instructions to the respondent • Use everyday language • Only one topic per question – avoid double-barreled questions • Whenever possible, use closed-ended questions that provide answer codes • Always provide the answer code ‘not sure’ or ‘don’t know’ • Use balanced answer codes • Provide concrete vs. abstract questions • Do not use biased questions • Avoid questions based on exact recall • Do not ask hypothetical, future oriented questions Department of Public Information (ECRU-OUSG)

  10. Questions • Closed-ended question • Open-ended question • Grid question • Scale question • Filter question Department of Public Information (ECRU-OUSG)

  11. Closed-ended question Example: “Do you prefer an annual meeting or do you prefer quarterly meetings?” • Advantages: easy to understand; not complicated; useful for statistical analysis; makes the questionnaire short and convenient • Disadvantages: you get only the answers you listed; tendency to simplify responses Department of Public Information (ECRU-OUSG)

  12. Open-ended question Example: “What do you think about … ?” • Advantages: can capture motivation, values and goals; you do not miss answers you did not mention • Disadvantages: requires coding responses; labor intensive; tiring for the respondent; lowers the response rate; Department of Public Information (ECRU-OUSG)

  13. Scales Example: “What do you think of the last annual meeting: Was it very good, good, poor or very poor?” • Advantages: everyone knows how to use scales; clear for the respondent; easy to answer; shortens the questionnaire • Disadvantages: scales can be culturally specific (e.g. 1 to 5) • Suggestions: make the scale visual Department of Public Information (ECRU-OUSG)

  14. Grid or matrix Example: “Please rate the quality of … with respect to:” Good Neither Poor Not sure Duration     Topics     Presentations     • Advantages: clear for the respondent; easy to answer; shortens the questionnaire • Disadvantages: bores and tires respondents if too many variables are offered Department of Public Information (ECRU-OUSG)

  15. Filter question Example: “Do you have access to a computer in your office?” If yes, go to question ….. • Advantages: makes questionnaire short, respondent answers only relevant questions • Disadvantage: complicated, respondent needs clear instructions Department of Public Information (ECRU-OUSG)

  16. Evaluation and Communications Research Unit (ECRU) Support for surveys: • Help with survey design • Questionnaire development • Statistical analysis of survey results (including cross-tabulation) Contact: • Wieser@un.org • Tel: +1 917 367-2304 Department of Public Information (ECRU-OUSG)

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