Berkowitz Judy M, Huhman Marian, Heitzler Carrie D, Potter Lance D, Nolin Mary Jo, Banspach Stephen W
National Center for Chronic Disease Prevention and Health Promotion, CDC, Atlanta, Georgia 30341, USA.
Am J Prev Med. 2008 Jun;34(6 Suppl):S222-9. doi: 10.1016/j.amepre.2008.03.008.
Evaluation was an integral part of the VERB campaign. This paper describes the array of evaluation methods used to support the development, implementation, and assessment of campaign activities. The evaluation of VERB consisted of formative, process, and outcome evaluations and involved both qualitative and quantitative methods. Formative evaluation allowed staff to test ideas for messages and to gauge their appropriateness for the intended audiences. Process evaluation allowed staff to test and monitor the fidelity of the campaign's implementation to objectives and to make changes while the campaign was under way. Outcome evaluation allowed staff to determine the campaign's effects on the target audience. Because a comprehensive approach was used, which included formative and process evaluation, the VERB team's ability to interpret the results of the outcome evaluation was enhanced.
评估是“动起来”运动的一个组成部分。本文描述了用于支持该运动活动的开展、实施和评估的一系列评估方法。“动起来”运动的评估包括形成性评估、过程评估和结果评估，涉及定性和定量方法。形成性评估使工作人员能够测试信息理念，并评估其对目标受众的适用性。过程评估使工作人员能够测试和监测运动实施与目标的契合度，并在运动进行过程中做出调整。结果评估使工作人员能够确定运动对目标受众的影响。由于采用了包括形成性评估和过程评估在内的综合方法，“动起来”运动团队解读结果评估结果的能力得到了增强。
