Step 1: Engage Stakeholders
Step 1 of program evaluation is to engage stakeholders. The Physical Activity
Evaluation Handbook defines stakeholders as "people with a vested interest in a
program and the future use of its evaluation."* It suggests that stakeholders
can be broken down into four categories*:
- Implementers: those involved in program operations
- Partners: those who actively support the program
- Participants: those served or affected by the program
- Decision makers: those in a position to do or decide something about the
program
If you've followed the social marketing process thus far, you should have
a good idea of who your stakeholders are. As you embark on developing your
evaluation plan, you should probably choose a subset of them to help with
the evaluation plan. Think about who will use the results of your evaluation
to make decisions about the program.*
Tip
Only ask for feedback about pieces of the intervention or program that you
are able and willing to change.
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