The Why and How of ROI
نویسنده
چکیده
For many groups that fund market promotion activities, an obvious motive for conducting a program evaluation is that some type of evaluation of the effectiveness of their promotion expenditures is mandated under the 1996 Farm Bill (FAIR Act). Research and experience, however, have shown that a regular and rigorous program of evaluation is critical for efficient management of any commodity promotion program. Whatever the reason a commodity promotion organization chooses to conduct an evaluation of its program, however, the organization faces the challenge of determining how to go about an appropriate evaluation and what is required to facilitate such an evaluation. In this presentation, after briefly reviewing the reasons why a rigorous and ongoing process of program evaluation is important for commodity promotion organizations, I outline the process of program impact analysis with an emphasis on how such evaluations are done and the problems and data issues inherent in doing such analyses. I conclude with some observations on what one might reasonably expect from such evaluations.
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