Course Overview
Social Marketing Basics
Phase 1
Module 2
Module 3
Module 4
Module 5
Module 6

Step 4: Gather Credible Evidence

What to Measure for Social Marketing Programs?

Along with the 4 P's, you should think about how to measure both behavior change and/or environmental and policy changes, depending on the focus of your program.

Measuring Behavior Change
Look back to the behavioral objectives you established in phase 3. You will want to place measures in your evaluation plan to see if your behavioral objectives were met. You may also want to measure any precursors to behavior change (i.e., intention, knowledge, skills, self-efficacy). If you completed a logic model to describe how you plan for behavior change to occur, you may want to evaluate the different steps in that logic model. Did your logic model accurately describe the process of behavior change for your audience?