Theme: Developing a plan for

monitoring and evaluation

TOPIC 11
At the end of this presentation, the
students should be able to:
 Differentiate between monitoring and evaluation
 Reasons for conducting measurements
 What, how, when to measure
 The costs involved in monitoring and evaluation activities
The difference between Monitoring and
Evaluation
 Monitoring refers to measurements that are conducted
sometime after you launch your social marketing effort
but before it is completed. Its purpose is to help you
determine whether you need to make midcourse
corrections that will ensure that you reach your ultimate
marketing goals.
 Evaluation is a measurement and final report on what
happened.
Why are you conducting this
measurement?
 For a grant requirement
 To do better next time
 To get support for continued funding
 To help determine resource allocation
 To decide if course corrections are needed
What will you measure?
 Output/process measures
 Outcome measures
 Impact measures
How will you measure?
 Quantitative surveys
 Qualitative surveys
 Observation research
 Scientific/technical surveys
 Control groups
 Records and databases
When will you measure?
 Prior to campaign launch
 During campaign implementation
 Postcampaign activities
How much will it cost?
 Minimal costs
 Moderate costs
 Significant costs