pink-book

TYPES OF RESEARCH AND EVALUATION CONTINUED...
Stage
Stage 3
Implementing
the Program
Type of
Research/Evaluation
Process Evaluation
Documents and assesses
implementation; quantifies
what was done; when,
where, and how it
was done; and who
was reached
Benefits
Identifies areas for
improvement as
implementation proceeds
Documents progress of
implementation
Stage 4
Assessing Effectiveness
and Making Refinements
Outcome Evaluation
Measures whether, and
to what extent, a program
or activity had the
planned effects
Impact Evaluation
Documents the extent of
the campaign’s success
or failure
Documents success to
support replication
Determines any need to
improve the existing
program or future efforts
Measures whether, and
to what extent, a
program contributed to
long-term goals
Is not often used for health
communication activities
(improving health status
usually requires
multifaceted approaches—
e.g., communication plus
changes in health care
service delivery and
relevant policies—and it is
generally not possible to
isolate a particular
communication program’s
contribution to achieving
longer-term goals)
METHODS
Making Health Communication Programs Work 129