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

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

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

4. 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

5. 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

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

7. 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

8. 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

9. Ok…Let’s Talk About the Real World9

10. 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

11. 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

12. 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

13. PSI Log Frame 13

14. Log Frame…Again 14

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

16. 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

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