Session 13: Monitoring and Evaluation PubH325 Global Social Marketing Donna Sherard, MPH November 30, 2009 1

Session objectives Understand definition of Monitoring AND Evaluation Understand what both Monitoring and Evaluation measure Know important considerations for R, M/E plans 2

Monitoring AND Evaluation Guess What…? Monitoring and Evaluation are Different! 3

What is Monitoring? The regular follow up of the implementation of planned activities; The systematic and continuous process of following and keeping pace with indicators in order to ensure that project/program is proceeding according to plan. D.S. Opinion: Poor or nonexistent monitoring is the death knell to adequate funding for communication! 4

What does monitoring answer? Are we heading in the right direction? What can be improved in our project? Are we utilizing resources efficiently? Provides updates for stakeholders and donors 5

What is Evaluation? The systematic assessment of effectiveness and efficiency of the project achievements based on the set objectives 6

What does evaluation answer? Have the outcomes/objectives been met? How effective were strategies used to implement project activities? What lessons have been learned from the project? In sum: Did exposure to our intervention result in the desired behavior change or positive change in determinants? 7

Main Types of Evaluation: Process evaluation – assess efficiency and effectiveness of implementation Mid-term evaluation – assess effectiveness and efficiency at project mid-point Impact Evaluation – Measures the extent to which the intervention has caused change in desired direction 8

Ok…Let’s Talk About the Real World 9

Key Questions for M/E (Kotler and Lee) Why are you conducting this measurement? What will you measure? How will you conduct these measurements? When will the measurements be taken? How much will it cost? 10

What will you measure? Output/Process Measure- quantifies marketing activities Outcome Measures- Assessment of TG response to outputs 3. Impact Measures – Measurement of the impact that the changes in behavior have achieved (time, feasibility, control) 11

Conceptual Framework for Condom Use among Male Clients of Female Sex-workers in Karnataka, India HIV threat Condom use outcome expectations Subjective norms regarding condoms Social norms regarding condoms Self- efficacy Gender roles Mass media access Mobile employment Alcohol consumption among males HIV knowledge Condom availability Condom use intention Condom use Condom access Contextual factors Community factors Individual factors Behavioral outcome 12

PSI Log Frame 13

Log Frame…Again 14

Data Collection Options Population based surveys (quantitative) Observation surveys – support supervision, ‘mystery client’ Randomized Control Trial 15

Conclusions Consider R,M and E from the very beginning of program planning Get clear about what you want to measure, when and why (Kotler’s questions) Evaluation- final assessment of efforts Monitoring – ongoing measurement of progress 16

Quote for the Day! “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted” - Albert Einstein 17