4.3.2. Outcome evaluation

Outcome evaluation shows you the extent that communication goals and objectives have been met. It can help you to determine what you might change or improve in the future to make your project more effective. Evaluating the outcomes of the project can be done by:

- Conducting a large survey (a quantitative assessment)
- Holding a small discussion or focus group with members of the target population (a qualitative assessment)

It can be useful evidence for funders and sponsors, who need to be assured that you have fulfilled the objectives they funded.

If you have conducted a KAP (knowledge, attitudes and practice) survey as part of your preparations, you can conduct the same survey with the same population after you have delivered your messages, to determine how much more they know about rabies prevention than they did before. This can provide you with figures to show that your messages have increased people’s knowledge.

If you use this method of evaluation, it is only valid if you have conducted a KAP survey prior to your campaign. If no KAP survey was conducted, there is no baseline data to use when identifying how much your messages have changed what people know and think about rabies.




previous page: 4.3.1. Process evaluation

next page: 4.3.3. Measuring the impact: how have the messages changed how people act?






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Version 4 - last updated May 2017