Types of Evaluation
As mentioned in Plan of Action, multiple evaluation methods should be used in a comprehensive community-based health promotion program. Most organizations do not have the resources and expertise to measure impact, but with formative, process, and some outcome measurements you will be making a major step in evaluating your programs, either the effectiveness of parts of the program, or the effectiveness of the total program.
| Process (also called "methods") |
Process evaluation examines the procedures and tasks involved in implementing a program. This type of evaluation also can look at the administrative and organizational aspects of the program. Process evaluation monitors the program to ensure feedback during the course of the program. |
| Impact (also called "outcome objectives") |
Impact evaluation is the most comprehensive of the four evaluation types. It is desirable because it focuses on the long-range results of the program and changes or improvements in health status as a result. However, impact evaluations are rarely possible because they are frequently costly and involve extended commitment. Also, the results often cannot be directly related to the effects of an activity or program because of other (external) influences on the target audience, which occur over time. Information obtained from an impact study may include:
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| Outcome (also called "bridging objectives") |
Outcome evaluation is used to obtain descriptive data on a project and to document short-term results. Task-focused results are those that describe the output of the activity (e.g., the number of public inquiries received as a result of a public service announcement). Short-term results describe the immediate effects of the project on the target audience (e.g., percent of the target audience showing increased awareness of the subject). Information that can result from an outcome evaluation includes:
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| Formative |
Formative evaluation, including pre-testing, is designed to assess the strengths and weaknesses or materials or campaign strategies before implementation. Formative research tailors the program to the target audience. Messages or products are tested by a small group before they are implemented on a large scale. This type or evaluation permits necessary revisions before the full effort goes forward. Its basic purpose is to maximize the change for program success before the activity starts. |
| Summative |
Any combination measurements and judgments that permit conclusions to be drawn about impact, outcome, or benefits of a program or method. |
Evaluating Your Program Main Page
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See also > Center for Health Promotion > Health Promotion and Chronic Disease