{"id":848,"date":"2016-10-17T13:55:06","date_gmt":"2016-10-17T12:55:06","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/da\/?page_id=848"},"modified":"2016-10-17T13:55:06","modified_gmt":"2016-10-17T12:55:06","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/da\/hjem\/supporting-material\/taxonomy\/","title":{"rendered":"Taxonomy"},"content":{"rendered":"<div id='top'  class='avia-section av-av_section-29380bcf3455b1959c0df92273a3ca79 main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_hr  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-848'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-1  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-7f1066956f81e6629fcde6ff239064a8\">\n#top .av_textblock_section.av-av_textblock-7f1066956f81e6629fcde6ff239064a8 .avia_textblock{\nfont-size:35px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-7f1066956f81e6629fcde6ff239064a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock taxonomy-of-evaluation'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -20px;\">EN TAKSONOMI TIL EVALUERINGER<br \/>\nMOD EN STANDARDISERING<\/p>\n<\/div><\/section><\/div><\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-848'><div class='entry-content-wrapper clearfix'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-cff9db79973b2b34cd1182f84c56818a\">\n#top .hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-cff9db79973b2b34cd1182f84c56818a hr-custom  avia-builder-el-3  el_after_av_section  el_before_av_one_third  avia-builder-el-first  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-4  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93\">\n.flex_column.av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93{\nborder-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93 av_one_third  avia-builder-el-5  el_after_av_one_third  el_before_av_one_third  jump-button flex_column_div  '     ><section  class='av_textblock_section av-av_textblock-1984e877b9f7821f9f2384c060d55255 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock jump-button'  itemprop=\"text\" ><p style=\"text-align: center;\"><a href=\"#taxonomy-table\">G\u00e5 direkte til selve taksonomien<\/a><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_one_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-0aa7055fe62c3622faec82866afbaeb2 av_one_third  avia-builder-el-7  el_after_av_one_third  el_before_av_one_full  flex_column_div av-zero-column-padding  '     ><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-8  el_after_av_one_third  el_before_av_section  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u6560-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u6560-4_content\">\n<p id=\"u6560-2\" style=\"text-align: center;\"><strong>Hvad er taksonomi, og hvad gavner det? <\/strong><\/p>\n<\/div>\n<div id=\"u6543-43\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" style=\"text-align: center;\" data-content-guid=\"u6543-43_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Den brede vifte af evalueringsmodeller til PR- og kommunikationsarbejde anvender et vidtsp\u00e6ndende begrebsapparat d\u00e6kkende over ord som input, output, outtake, outflow og outgrowth, og en endnu bredere vifte af tilgange og metoder foresl\u00e5s for hvert stadie. Omr\u00e5det er derfor forvirrende for mange.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Denne side pr\u00e6senterer en taksonomi til evaluering, som er skr\u00e6ddersyet til strategisk kommunikation. En taksonomi defineret som kortl\u00e6gning af et omr\u00e5de for at producere en kategorisering af definitioner og begreber. Kort fortalt for at vise, hvor forskellige dele skal hen, og hvordan de forholder sig til hinanden. Denne taksonomi identificerer:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">De overordnede stadier af kommunikation (eksempelvis inputs, outputs med videre)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">De vigtigste skridt inden for hvert stadie (eksempelvis distribueringen af information, m\u00e5lgruppernes modtagelse med videre)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Eksempler p\u00e5 m\u00e5linger og milep\u00e6le, som kan identificeres p\u00e5 hvert stadie<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Den mest almindelige metode i forhold til at generere disse m\u00e5linger og milep\u00e6le<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">En taksonomi er ikke det samme som en model, da taksonomien fors\u00f8ger at opliste SAMTLIGE af de vigtigste koncepter, formuleringer, forhold, m\u00e5linger og metoder inden for et felt, mens en model er en illustration eller visualisering af et specifikt program, kampagne eller aktivitet, som skal udf\u00f8res. Dog skal en model v\u00e6re baseret p\u00e5 et koncepts legitime metoder samt udf\u00f8res og anvendes korrekt. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En af forcerne ved en taksonomi er, at den hj\u00e6lper til at placere konceptets m\u00e5linger, metoder med videre korrekt \u2013 eksempelvis undg\u00e5r man s\u00e5ledes at bytte rundt p\u00e5 konceptets eller kampagnens outputs (resultater) og outcomes (effekter). Forfatterne bag den ofte anvendte PR-tekst \u201dEffective Public Relations\u201d (Cutlip, Center &amp; Broom) har flere gange bem\u00e6rket i udgaverne fra 1985 til slutningen af 00\u2019erne, at \u201dEn almindelig fejl ved programevalueringer er, at m\u00e5linger fra et niveau erstattes af m\u00e5linger fra et andet niveau\u201d (1985: 295, 1994: 44, Broom 2009: 358). Professor Emeritus i Public Relations, Jim Grunig, stemmer i og mener, at \u201dMange ud\u00f8vere kommer til at anvende en m\u00e5ling fra \u00e9t analyseniveau for at understrege effekten p\u00e5 et h\u00f8jere stadie af analysen\u201d (2008: 89). Men det er ikke kun inden for PR og strategisk kommunikation, at dette forekommer. Inden for program logic-evalueringsmodeller beskriver den ofte anvendte guide fra University of Wisconsin, at \u201dFolk k\u00e6mper ofte med forskellen p\u00e5 outputs og outcomes\u201d (Taylor-Power &amp; Henert 2008: 19). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En taksonomi er aldrig komplet, men denne taksonomi, som pr\u00e6senteres her, tr\u00e6kker p\u00e5 en bred vifte af studier for at v\u00e6re s\u00e5 udf\u00f8rlig og omfattende som muligt (l\u00e6s mere i introduktionen til AMEC\u2019s integrerede evaluerings-framework under fanen Framework).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">BEM\u00c6RKNINGER<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">De forskellige stadier er ikke udt\u00f8mmende, og ikke alle er n\u00f8dvendige til alle kommunikationsprogrammer. De er derimod indikerende for en norm og en typisk tilgang til evalueringen af ekstern kommunikation, s\u00e5 som PR, marketing med videre. Ud\u00f8verne skal udv\u00e6lge mindst en relevant m\u00e5ling, milep\u00e6l eller metode p\u00e5 hvert stadie.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rangeringen af inputs, aktiviteter og outputs med videre skal ikke forst\u00e5s som en line\u00e6r proces. Feedback fra hvert stadie skal bruges til at tilrette og finjustere strategien, hvis det er n\u00f8dvendigt. Evaluering er en iterativ proces. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ikke alle former for evaluering kan vise impact (indflydelse). Is\u00e6r hvis evalueringen foreg\u00e5r forholdsvis kort tid efter kommunikationsindsatsen. Impact kommer ofte f\u00f8rst til udtryk flere \u00e5r efter. Ligeledes er m\u00e5lene (objectives) for nogen former for kommunikation at skabe opm\u00e6rksomhed (et out-take (reaktion) eller en kortsigtet effekt) eller at opbygge trov\u00e6rdighed (en mellemlang effekt (outcome)). Dog kan en tommelfingerregel v\u00e6re, at en evaluering skal r\u00e6kke ud over outputs (resultater) og outtakes (reaktioner). En evaluering skal som minimum identificere og afrapportere i forhold til outcome (effekt) og impact (indflydelse), n\u00e5r det er muligt.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">En vigtig funktion ved denne taksonomi er, at impact inkluderer organisatorisk, stakeholder og samfundsm\u00e6ssig impact\/outcome. Dette ligger i tr\u00e5d med programevalueringsteorien og program logic-modeller (for eksempel Kellogg Foundation, 1998\/2004; Taylor-Power &amp; Henert, 2008; Wholey, 1979; Wholey, Hatry &amp; Newcomer, 2010) og med PR-teorien Exellence Theory, som st\u00e5r for, at evaluering skal udf\u00f8res p\u00e5 1) programniveau, 2) funktionsniveau (for eksempel afdeling eller enhed), 3) organisatorisk niveau og 4) samfundsniveau (L. Grunig, J. Grunig &amp; Dozier, 2002: 91-92). <\/span><\/li>\n<\/ul>\n<ul id=\"u6543-39\" class=\"list0 nls-None\"><\/ul>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><b>Udviklet af professor Jim Macnamara for AMEC.<\/b><\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='taxonomy-table'  class='avia-section av-av_section-3fbfd01de096a8d7639870b402802ad3 main_color avia-section-default avia-no-shadow  avia-builder-el-12  el_after_av_one_full  el_before_av_one_full  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-848'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-13  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -57px;\"><a href=\"#top\">Back to top<\/a><\/p>\n<\/div><\/section><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-848'><div class='entry-content-wrapper clearfix'><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_full-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-9d24124a545ef7691702bdbb54c0e581 av_one_full  avia-builder-el-15  el_after_av_section  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><div class='avia-data-table-wrap av-av_table-6f0680863dba18481f7ee32ffb67d954 avia_responsive_table avia-table-1'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-16  avia-builder-el-no-sibling  taxonomy-table'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class='avia-heading-row'><th class=''><b>Stadier<\/b> MAKRONIVEAU<\/th><th class=''>INPUTS<sup>2<\/sup><br \/>\n<\/th><th class=''>AKTIVITETER <\/th><th class=''>RESULTATER <\/th><th class=''>REAKTIONER<sup>3<\/sup><\/th><th class=''>EFFEKT<sup>4<\/sup><\/th><th class=''>INDFLYDELSE<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Kort definition<\/td><td class=''>Hvad du beh\u00f8ver for at forberede din kommunikation<br \/>\n<\/td><td class=''>Det, du g\u00f8r for at planl\u00e6gge og udf\u00f8re din kommunikation<br \/>\n<\/td><td class=''>Det, du udsender, som modtages af m\u00e5lgruppen<br \/>\n<\/td><td class=''>Hvad modtageren g\u00f8r med &#8211; og tager med fra &#8211; din kommunikation<br \/>\n<\/td><td class=''>Den effekt, som din kommunikation har p\u00e5 modtageren<br \/>\n<\/td><td class=''>Den indflydelse (i h\u00f8j eller nogen grad), som sker p\u00e5 baggrund af din kommunikation<br \/>\n<\/td><\/tr><tr class=''><td class=''><b>HOVEDTRIN<\/b><br \/>\nMESONIVEAU<\/td><td class=''><b>&#8211; M\u00e5lgrupper<br \/>\n&#8211; Budgetter<br \/>\n&#8211; Ressourcer <\/b> (ansatte, bureauer, faciliteter, samarbejder)<\/td><td class=''><b>&#8211; Research<br \/>\n&#8211; Planl\u00e6gning<sup>7<\/sup><br \/>\n&#8211; Produktion<\/b> (for eksempel design, tekstproduktion, medieindk\u00f8b, mediesamarbejder)<\/td><td class=''><b>&#8211; Distribution<br \/>\n&#8211; Fremvisning<br \/>\n&#8211; Modtagelse<sup>8<\/sup><br \/>\n&#8211; Eksponering<\/b><\/td><td class=''><b>&#8211; Opm\u00e6rksomhed<br \/>\n&#8211; Forst\u00e5else<br \/>\n&#8211; Interesse\/liking<br \/>\n&#8211; Engagement<br \/>\n&#8211; Deltagelse<br \/>\n&#8211; Betragtninger<\/b><\/td><td class=''><b>&#8211; L\u00e6ring\/viden<sup>9<\/sup><br \/>\n&#8211; Holdningsskifte<br \/>\n&#8211; Tilfredshed<br \/>\n&#8211; Tillid<br \/>\n&#8211; Pr\u00e6ferencer<br \/>\n&#8211; Intention<br \/>\n&#8211; Fortaler<\/b><\/td><td class=''><b>&#8211; Omd\u00f8mme<br \/>\n&#8211; Forhold<br \/>\n&#8211; Overholdelse af handlinger<br \/>\n&#8211; Organisatoriske forandringer<br \/>\n&#8211; Offentlige forandringer<\/b><\/td><\/tr><tr class=''><td class=''><b>EKSEMPELM\u00c5LINGER OG MILEP\u00c6LE<br \/>\n<\/b><\/p>\n<p>MIKRONIVEAU<\/td><td class=''><br \/>\n&#8211; SMART-m\u00e5ls\u00e6tninger<br \/>\n&#8211; KPI\u2019er<br \/>\n<\/td><td class=''>&#8211; Baselines og bechmarks<br \/>\n&#8211; Modtagerbehov<br \/>\n&#8211; Strategisk plan<br \/>\n&#8211; Evalueringsplan<br \/>\n&#8211; For-tests af data<br \/>\n&#8211; Produceret indhold (for eksempel medieudsendelser, websites)<br \/>\n&#8211; Medierelationer<\/td><td class=''><br \/>\n&#8211; Medied\u00e6kning (volume og reach)<br \/>\n&#8211; Indtryk<br \/>\n&#8211; Share of voice<br \/>\n&#8211; Tone<br \/>\n&#8211; Budskaber placeret<br \/>\n&#8211; Indl\u00e6g, tweets mv.<br \/>\n&#8211; Reklame-TARP\u2019s<br \/>\n&#8211; Online-volumen<br \/>\n&#8211; CPM<br \/>\n&#8211; Eventdeltagelse<br \/>\n<\/td><td class=''><br \/>\n&#8211; Unikke bes\u00f8gende<br \/>\n&#8211; Views<br \/>\n&#8211; Respons (f\u00f8lgere, likes, delinger, retweets)<br \/>\n&#8211; Genbes\u00f8g\/gen-views<br \/>\n&#8211; Genkald<br \/>\n&#8211; Positive kommentarer<br \/>\n&#8211; Positiv feedback p\u00e5 sp\u00f8rgeskemaer<br \/>\n&#8211; Abonnenter (p\u00e5 nyhedsbrev, RSS)<br \/>\n&#8211; Foresp\u00f8rgsler<br \/>\n<\/td><td class=''><br \/>\n&#8211; Budskabsaccept<br \/>\n&#8211; Niveauer af tillid<br \/>\n&#8211; Leads<br \/>\n&#8211; Registreringer (for eksempel som organdonor)<br \/>\n&#8211; Brand-pr\u00e6ferencer<br \/>\n&#8211; Tilh\u00e6ngere<br \/>\n&#8211; Bekr\u00e6ftelser<\/td><td class=''>&#8211; Offentlig support<br \/>\n&#8211; Medlemsskaber<br \/>\n&#8211; Flere salg<br \/>\n&#8211; Stigning i donationer<br \/>\n&#8211; Besparelser<br \/>\n&#8211; Kundeloyalitet<br \/>\n&#8211; Forbedring af livskvalitet<\/td><\/tr><tr class=''><td class=''><b>METODER <\/b><br \/>\nFOR EVALUERING<br \/>\n<\/td><td class=''><br \/>\n&#8211; Intern analyse<br \/>\n&#8211; Milj\u00f8skanning<br \/>\n&#8211; Risikoanalyse<br \/>\n&#8211; Feasibility-analyse<\/td><td class=''>&#8211; Metadataanalyse<br \/>\n&#8211; Markeds- og modtagerresearch (sp\u00f8rgeskemaer, fokusgrupper, interviews)<br \/>\n&#8211; Stakeholder-m\u00f8der<br \/>\n&#8211; Casestudier (best practice)<br \/>\n&#8211; SWOT-analyse<br \/>\n&#8211; Testpaneler<br \/>\n&#8211; Peer-views<\/td><td class=''>&#8211; Mediem\u00e5linger (for eksempel modtagerstatistikker, indtryk, CPM)<br \/>\n&#8211; Medieoverv\u00e5gning<br \/>\n&#8211; Indholdsanalyse (kvalitativ og kvantitativ)<br \/>\n&#8211; SoMe-analyse (kvalitativ og kvantitativ)<br \/>\n<\/td><td class=''>&#8211; Webstatistikker<br \/>\n&#8211; SoMe-analyse (kvalitativ)<br \/>\n&#8211; Feedback (for eksempel kommentarer, breve)<br \/>\n&#8211; Etnografi<sup>10<\/sup> (observation)<br \/>\n&#8211; Netnografi<sup>11<\/sup> (online etnografi)<br \/>\n&#8211; Modtager-surveys<br \/>\n&#8211; Fokusgrupper<br \/>\n&#8211; Interviews<br \/>\n<\/td><td class=''><br \/>\n&#8211; SoMe-analyse (kvalitativ)<br \/>\n&#8211; Databasestatistik<br \/>\n&#8211; Etnografi (observation)<br \/>\n&#8211; Netnografi<br \/>\n&#8211; Meningsm\u00e5linger<br \/>\n&#8211; Stakeholder-surveys (tilfredshed, tillid)<br \/>\n&#8211; Fokusgrupper<br \/>\n&#8211; Interviews<br \/>\n&#8211; Net Promoter Score<sup>12<\/sup><br \/>\n<\/td><td class=''><br \/>\n&#8211; Databaseopg\u00f8relser<br \/>\n&#8211; Tracking af salgstal<br \/>\n&#8211; Tracking af donationer<br \/>\n&#8211; CRM-data<br \/>\n&#8211; Data fra medarbejderunders\u00f8gelser<br \/>\n&#8211; Omd\u00f8mmestudier<br \/>\n&#8211; Cost Benefit-analyser<br \/>\n&#8211; ROI (hvis der er finansielle m\u00e5l)<br \/>\n&#8211; Econometrics<sup>13<\/sup><br \/>\n&#8211; Livskvalitetsanalyser<br \/>\n<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'Stadier MAKRONIVEAU'; } .avia-table-1 td:nth-of-type(2):before { content: 'INPUTS2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'AKTIVITETER '; } .avia-table-1 td:nth-of-type(4):before { content: 'RESULTATER '; } .avia-table-1 td:nth-of-type(5):before { content: 'REAKTIONER3'; } .avia-table-1 td:nth-of-type(6):before { content: 'EFFEKT4'; } .avia-table-1 td:nth-of-type(7):before { content: 'INDFLYDELSE5'; } <\/style><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0\">\n.flex_column.av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0 av_one_full  avia-builder-el-17  el_after_av_one_full  el_before_av_one_full  supporting-footnotes-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>SUPPORTING FOOTNOTES FOR THE TAXONOMY OF EVALUATION<\/strong><\/p>\n<ol>\n<li>Tillid anses som en mellemlang effekt, fordi det s\u00f8ges for at opn\u00e5 en mere langsigtet indflydelse, s\u00e5 som at blive valgt ind i en regering, at f\u00e5 kunder til at etablere l\u00e6ngerevarende forretninger med videre. Det er alts\u00e5 ikke et m\u00e5l i sig selv.<\/li>\n<li><span style=\"font-weight: 400;\">Nogle program logic-modeller omtaler dette f\u00f8rste stadie som \u201dinputs\/ressourcer\u201d.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Avancerede outtakes (reaktioner) overlapper med eller kan v\u00e6re det samme som kortsigtede outcomes (effekter). Dette er grunden til, at de mest anvendte program logic-modeller ikke anvender outtakes (reaktioner) som et stadie. Outtakes og outcomes kan v\u00e6re kognitive og\/eller emotionelle og\/eller adf\u00e6rdsbestemte.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Langsigtede outcomes (effekter) overlapper med og kan til tider anses som overensstemmende med impact (indflydelse).<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Impact (indflydelse) evalueres ofte udelukkende i forhold til organisationen. Som bem\u00e6rket i introduktionen skal indflydelse i forhold til stakeholdere, befolkning og samfundet generelt tages i betragtning.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">I mange tilf\u00e6lde er sammenh\u00e6nge sv\u00e6re at etablere. Is\u00e6r n\u00e5r mange bidrager til indflydelsen (impact), hvilket ofte er tilf\u00e6ldet. De tre tommelfingerregler for \u00e5rsagssammenh\u00e6nge kan tilf\u00f8jes: a) den p\u00e5st\u00e5ede \u00e5rsag m\u00e5 g\u00e5 forud for den p\u00e5st\u00e5ede virkning\/impact (indflydelse), b) der skal v\u00e6re et klart forhold mellem den p\u00e5st\u00e5ede \u00e5rsag og virkning (der skal v\u00e6re bevis for at modtagerne tilgik og brugte den information, som du stod for), og c) andre mulige \u00e5rsager skal udelukkes s\u00e5 hurtigt som muligt.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Nogen inkluderer planl\u00e6gningen i inputs, men hvis dette foreg\u00e5r, skal research-delen, som g\u00e5r forud for planl\u00e6gningen, ogs\u00e5 inddrages p\u00e5 dette stadie. Dog identificerer de fleste program logic-modeller research-delen og planl\u00e6gningsfasen som en del af kommunikationsprogrammet. Inputs foreg\u00e5r oftest inden kampagnen eller programmet.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Modtagelse refererer til hvilken information eller hvilke budskaber, der modtages af m\u00e5lgruppen, hvormed betegnelsen adskiller sig en smule fra begrebet eksponering. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">L\u00e6ring (tilegnelse af viden) er ikke altid p\u00e5kr\u00e6vet. Med undtagelse af nogle offentlige kommunikationskampagner og \u2013projekter, for eksempel sundhedskampagner for at promovere kalciumholdige f\u00f8devarer med videre. Ligeledes g\u00e6lder det, at kampen mod overv\u00e6gt kr\u00e6ver oplysning om og uddannelse i kost og sundhed. Hermed refererer \u201dforst\u00e5else\u201d til forst\u00e5elsen for budskabet, mens l\u00e6ring er et udtryk for tilegnelsen af en dybere viden, hvilket er n\u00f8dvendigt for at opn\u00e5 m\u00e5let. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Etnografi er en research-metode, som er baseret p\u00e5 personlige observationer over en l\u00e6ngere periode. Ofte suppleret med interviews og andre research-metoder.<\/span><\/li>\n<li>Netnografi er online etnografi, hvor online-brugere n\u00f8je overv\u00e5ges for at identificere deres adf\u00e6rdsm\u00f8nstre gennem klik, kommentarer og andre digitale m\u00e5linger.<\/li>\n<li><span style=\"font-weight: 400;\">Net Promoter Score er en 10-skala bundet op p\u00e5 et enkelt sp\u00f8rgsm\u00e5l: \u201dHvor sandsynligt er det, at du ville anbefale (brand) til en ven eller kollega?\u201d. Scoren 0-6 anses som kritisk og utilfreds, 7-8 er tilfreds uden at v\u00e6re imponeret, 9-10 anses som loyale, entusiastiske tilh\u00e6ngere, som er fortalere for brandet. L\u00e6s mere: <\/span><a href=\"https:\/\/www.netpromoter.com\/know\"><span style=\"font-weight: 400;\">https:\/\/www.netpromoter.com\/know<\/span><\/a><\/li>\n<li><span style=\"font-weight: 400;\">Econometrics er en matematisk-statistisk metode, som kan identificere \u00f8konomiske relationer baseret p\u00e5 empiriske data.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">L\u00e6s mere: \u00a0<\/span><a href=\"http:\/\/www.dummies.com\/education\/economics\/econometrics\/econometrics-for-dummies-cheat-sheet\/\"><span style=\"font-weight: 400;\">http:\/\/www.dummies.com\/education\/economics\/econometrics\/econometrics-for-dummies-cheat-sheet\/<\/span><\/a><\/li>\n<\/ol>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-ce7704e8c9803d552aabd216f86414ca\">\n.flex_column.av-av_one_full-ce7704e8c9803d552aabd216f86414ca{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-ce7704e8c9803d552aabd216f86414ca av_one_full  avia-builder-el-19  el_after_av_one_full  el_before_av_one_full  abbreviations-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-7b28236849ea9d61f0d419b81fd4954a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock abbreviations'  itemprop=\"text\" ><p><strong>ABBREVIATIONS<\/strong><br \/>\nCPM\u00a0 Cost per thousand (mille = Latin for thousand)<br \/>\nCRM Customer relationship management (data commonly held in CRM databases)<br \/>\nKPI\u00a0 Key Performance Indicator (see <a class=\"nonblock\" href=\"http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx\">http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx<br \/>\n<\/a>OTS\u00a0 Opportunities to see (usually calculated the same as \u2018impressions\u2019)<br \/>\nPEST\u00a0 An evaluation framework that examines \u2018political\u2019, \u2018economic\u2019, \u2018social\u2019 and \u2018technological\u2019 factors<br \/>\nPESTLE\u00a0 An evaluation framework that examines \u2018political\u2019, \u2018economic\u2019, \u2018social\u2019, \u2018technological\u2019, \u2018legal\u2019 and \u2018environmental\u2019 factors (also used as PESTEL, with \u2018environmental arranged before \u2018legal) (see http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis)<br \/>\nROI Return on investment<br \/>\nSMART Refers to objectives that are \u2018specific\u2019, \u2018measureable\u2019, \u2018achievable\u2019, \u2018relevant\u2019 (e.g., linked to organizational objectives), and \u2018time-bound\u2019 (i.e., within a specified period)<br \/>\nSWOT\u00a0 A strategic planning method that examines \u2018strengths\u2019, \u2018weakness\u2019, \u2018opportunities\u2019, \u2018threats\u2019<br \/>\nTARPs\u00a0 Target audience ratings points based on the ratings system used in advertising (see <a class=\"nonblock\" href=\"http:\/\/www.multimediabuying.com.au\/faq\" target=\"_blank\">http:\/\/www.multimediabuying.com.au\/faq<\/a>)<br \/>\nUWEX\u00a0 University of Wisconsin Extension program (see Taylor-Power &amp; Henert, 2008)<\/p>\n<\/div><\/section><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1\">\n.flex_column.av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1 av_one_full  avia-builder-el-21  el_after_av_one_full  avia-builder-el-last  references-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-787aaea060e08877c1e025c4d1d99375 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock references'  itemprop=\"text\" ><p><strong>REFERENCES &amp; FURTHER INFORMATION<\/strong><br \/>\nBroom, G. (2009). Cutlip &amp; Center\u2019s effective public relations (10th ed.). Upper Saddle River, NJ: Pearson.<br \/>\nCutlip, S., Center, A., &amp; Broom, G. (1985). Effective public relations (6th ed.). Englewood Cliffs, NJ: Prentice Hall.<br \/>\nCutlip, S., Center, A., &amp; Broom, G. (1994). Effective public relations (7th ed). Upper Saddle River, NJ: Prentice Hall.<br \/>\nGrunig, J. (2008). Conceptualizing quantitative research in public relations. In B. van Ruler, A. Tkalac Ver\u0109i\u0109, &amp; D. Ver\u0109i\u0109 (Eds.), Public relations metrics: research and evaluation (pp. 88\u2013119). New York, NY: Routledge.<br \/>\nGrunig, L., Grunig J., &amp; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<br \/>\nStacks, D., &amp; Bowen, S. (Eds.). (2013). Dictionary of public relations measurement and research. Gainesville FL: Institute for Public Relations. Available at<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research\" target=\"_blank\">http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<\/a><br \/>\nTaylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from<a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><br \/>\nWholey, J. (1979). Evaluation: Promise and performance. Washington, DC: Urban Institute Press.<br \/>\nWholey J., Hatry, H., &amp; Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":886,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-848","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taxonomy - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taxonomy - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/da\/hjem\/supporting-material\/taxonomy\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"16 minutter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/da\/hjem\/supporting-material\/taxonomy\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/da\/hjem\/supporting-material\/taxonomy\/\",\"name\":\"Taxonomy - 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