Formal quantitative surveys, taken at regular intervals, help track progress against the baseline. Surveys are most useful when there is a well-defined target audience, and the campaign strategy includes a theory of change and precise indicators that can be measured. Knowledge and behaviour can be assessed in fairly straightforward ways, while attitudes and feelings can only be observed by proxy (stakeholders’ own statements, observed behaviour etc).
Designing and administering surveys can be challenging, especially if they are not only meant to collect data on what has happened but also why. Open questions can be used to gather evidence on the causes of change and the likely contribution the campaign has made. Interviewers should be trained to administer the questionnaire in well-defined ways so as to obtain comparable data. To obtain a fuller picture of change and campaign contributions to change, direct questioning should be combined with other tools, including observation, role play or direct response tracking for example.
Practical tips for survey design
The evaluation reports are available online:
Colvin, Christopher J., Report on the Impact of Sonke Gender Justice Network’s “One Man Can” Campaign in the Limpopo, Eastern Cape and Kwa-Zulu Natal Provinces, South Africa, Sonke Gender Justice Network, 2009.
Hubert, Carol, Violence against Women: It’s against all the rules, Evaluation of the NSW Statewide Campaign to Reduce Violence against Women, Violence against Women Specialist Unit, NSW Attorney General’s Department, 2002.
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