SOCIAL MARKETING Evaluation Research

1. SOCIAL MARKETINGEvaluation Research

2. FORMATIVE Consumer surveys Focus groups Concept testing PROCESS Ongoing assessment POST-TESTS Outcome evaluation Basic Types of S.M. Research

3. FORMATIVE RESEARCH

4. Formative Research Basic understanding of consumers Knowledge, behaviours, opinions, reactions • Approaches: • Consumer surveys • Knowledge, attitude and behaviors in population or target • Focus groups • Idea generation • Concept testing • How does this idea “fly?”

5. PROCESS

6. Some Basic Questions • Enrolment levels • How many people want to come? • Attendance • What % of those enrolled attend? • What is the trend? • Attendees • “What do you remember?” • “What is working for you? What isn’t?” • General community • Survey questions to show impact

7. Tracking Questions Involves measures of progress • Typical Questions • Enrolment • Satisfaction • Knowledge • Attitude • Behaviour

9. Example • “5 A Day” Campaign • Knowledge • How many servings SHOULD…?” • Awareness of campaign • Do you remember seeing…?” • Attitudes • Are you interested…” • Behaviour • “Are you TRYING…?” • “How many fruits did you eat…?” • “How many vegetables…?”

10. POST-TESTS

11. Evaluation Usually done for funding agencies Typical measures: • Exposure • Awareness • Knowledge • Attitude • Behaviour

13. Example SUICIDE • Exposure • How many student completed the curriculum? • Knowledge • What do they know later? • Beliefs (have they changed?) • Attitude • Feelings toward suicide • Behaviour • Actual suicide rates in the community

14. SUMMARY

15. How do you proceed? 3 Basic Types of S.M. Research: • Formative research • Pre-tests • Post-tests Each has it’s own use • Use what is most appropriate to find out what you want to know

16. Research Flowchart EXPLORATORY or SECONDARY RESEARCH Understanding of problem Poor Good Objective answers by asking? OBSERVATIONAL RESEARCH No Yes FOCUS GROUPS Need estimates of prevalence? No SURVEY Yes