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[홍보원론] PR 프로그램 평가에 관한 분석에 대한 자료입니다.
목차
프로그램 평가의 이해
Definition of Evaluation
포괄적 평가 (Comprehensive Evaluation)
1. Comprehensive Evaluation: Questions
1.1 Conceptualization and Design
1.2 Monitoring of Program Implementation
1.3 Assessment of Usefulness: Impact and Efficiency
맞춤 평가(Tailored Evaluation)
이론주도 평가 (Theory-Driven Evaluation)
Evaluation Process
Steps in the Evaluation Process
Steps in the Evaluation Process (cont.)
Stages and Levels for Evaluating PR program: Preparation Criteria
Implementation Criteria
Impact Criteria
Benchmark Evaluation
Evaluation Design
실험 연구 (Experimental research)
1) “Experimentation
2) Evidence of “causality”
3) 실험연구에서 사용되는 기호
4) Internal validity
내적 타당도의 위협 요인
External validity
Basic experimental design
1) After-only design ( = case study)
2)Before-after design
3)Static group design
4)After-only with control group
5) Before-after with control group
본문내용
Program need be documented.
It needs to be assured that the program
is targeted appropriately,
is reaching the target population, and
is improving the need
1. Establish agreement on the uses and purposes of the evaluation.
2. Secure organizational commitment to evaluation and make research basic to the program.
3. Develop consensus on evaluation research with the department.
4. Write program objective in observable and measurable terms.
5. Select the most appropriate criteria.
6. Determine the best way to gather evidence.
7. Keep complete program records.
8. Use evaluation findings.
9. Report evaluation results to management.
10. Add to professional knowledge.
5. Select the most appropriate criteria.
6. Determine the best way to gather evidence.
7. Keep complete program records.
8. Use evaluation findings.
9. Report evaluation results to management.
10. Add to professional knowledge.