Applying Systems Science to Evaluate a Community-Based Social Marketing Innovation: A Case Study
Applying Systems Science to Evaluate a Community-Based Social Marketing Innovation: A Case Study
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DOI：
10.1177/1524500414556649
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发表时间：
2014-12-01
影响因子：
3
通讯作者：
Hovmand, Peter S.
中科院分区：
文献类型：
--
作者：
Biroscak, Brian J.;Schneider, Tali;Hovmand, Peter S.
在美国，社区联盟是公共卫生环境的重要组成部分，因此，受到许多相同的外部压力，其他组织，包括所需的战略方向的变化。许多资助机构已经将其资助议程从项目开发转向政策变革。因此，佛罗里达预防研究中心创建了基于社区的预防营销（CBPM）的政策发展框架，教社区联盟如何应用社会营销政策的变化。这里报告的研究旨在解释该框架的变革理论。我们描述并展示了一种混合评价方法：以利用为中心的发展评价。研究问题是“CBPM投入、活动、直接成果、中间成果和最终影响之间的联系和联系是什么？我们实施了一个案例研究设计，案例是一个规范的社区联盟。本研究遵循系统动力学建模的一系列步骤。社区联盟领导人可能期望CBPM能立即提高联盟的业绩。因果关系图的结果显示了性能的提高是如何延迟的，以及在性能最初下降之后。我们讨论CBPM的开发人员的实际影响，例如，管理联盟的期望和其他社会营销的重要性，例如，扩展的评估工具包。
In the United States, community coalitions are an important part of the public health milieu, and thus, subject to many of the same external pressures as other organizations-including changes in required strategic orientation. Many funding agencies have shifted their funding agenda from program development to policy change. Thus, the Florida Prevention Research Center created the Community-Based Prevention Marketing (CBPM) for Policy Development framework to teach community coalitions how to apply social marketing to policy change. The research reported here was designed to explicate the framework's theory of change. We describe and demonstrate a hybrid evaluation approach: utilization-focused developmental evaluation. The research question was "What are the linkages and connections among CBPM inputs, activities, immediate outcomes, intermediate outcomes, and ultimate impacts?'' We implemented a case study design, with the case being a normative community coalition. The study adhered to a well-developed series of steps for system dynamics modeling. Community coalition leaders may expect CBPM to provide immediate gains in coalition performance. Results from causal diagramming show how gains in performance are delayed and follow an initial decline in performance. We discuss the practical implications for CBPM's developers-for example, importance of managing coalition expectations-and other social marketers-for example, expansion of the evaluation toolkit.