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PMG 2 Utrecht Nov 2011 PowerPoint PPT Presentation


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PMG 2 Utrecht Nov 2011. Evaluation. Success!. Why are we here?. To design campaigns with IMPACT – on: Number of trips by car Length of car trips Number of single occupancy car trips Reducing accidents, increasing health, increasing wellbeing ....

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PMG 2 Utrecht Nov 2011

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Pmg 2 utrecht nov 2011

PMG 2

Utrecht

Nov 2011

Evaluation


Success

Success!

2


Why are we here

Why are we here?

  • To design campaigns with IMPACT – on:

    • Number of trips by car

    • Length of car trips

    • Number of single occupancy car trips

    • Reducing accidents, increasing health, increasing wellbeing ....

  • What would have happened if we hadn’t run any campaign?

  • What would have happened if we had run a campaign, but without segmentation?

3


Pmg 2 utrecht nov 2011

Nursery #1

Primary #1

Primary #2

Primary #2

Primary #2

Nursery #1

Nursery #2

TREATED

UNTREATED COMPARISON

Nursery #1

Nursery #2

Primary #1

‘After’ surveys

Nursery #2

Primary #1


Evaluation process 1

Evaluation process (1)

  • 1. Jillian needs to ask you questions about each of your campaigns. E.g.:

    • What proportion of the schools/ employees etc that already filled out a survey will be treated by the campaign?

    • How many other schools/ employers are there who will not be treated by the campaign?

    • Will the people who filled out the survey will be treated by the campaign? If yes, can they be re-contacted for survey 2?

5


Evaluation process 2

Evaluation process (2)

  • JA to read through each of your campaign designs

  • JA to send a proforma to fill out for each of you with important questions e.g.

    • % of schools in survey 1 who will be exposed to the campaign

    • Possibility of going back to the same people for survey 2?

    • Timing of your campaign

6


Evaluation process

Evaluation process

  • JA to suggest which ‘populations’ could be used for survey 2

  • JA to design short questionnaire for survey 2 (estimate half the size of survey 1)

  • Survey to be carried out 6 months after the end of your campaign but JA must have data ABSOLUTELY no later than October 2012

7


Issues

Issues

  • If possible, you need to restrict your campaign – leave some schools, employers from survey 1 out of the campaign

  • Measuring impact – these measures need to be standardized in order to have standard questionnaires

  • Sample size: as large as possible! Ideally as many as last time. Likely to be easier to achieve with shorter survey

8


How do we evaluate behaviour change

How do we evaluate behaviour change?

  • Compare the behaviour before and after intervention of:

    (i) a group exposed to the intervention (‘treated’ group) and,

    (ii) an ‘untreated’ group

  • If the travel of the ‘treated’ group changes more than the untreated group = more confidence that the change is a result of the campaign

  • E.g.: if 15% of the treated group and 10% of the untreated group are new users of the bus in the ‘after’ survey – we can conclude that campaign resulted in a 5% increase in bus use

  • See: http://www.epomm.eu/docs/MaxSumo_.pdf

9


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