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PMG 2 Utrecht Nov 2011

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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  1. PMG 2 Utrecht Nov 2011 Evaluation

  2. Success! 2

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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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