{"id":4172,"date":"2019-01-21T12:08:23","date_gmt":"2019-01-21T12:08:23","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/nb\/?page_id=4172"},"modified":"2019-01-24T12:18:41","modified_gmt":"2019-01-24T12:18:41","slug":"taksonomi","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/nb\/home\/supporting-material\/taksonomi\/","title":{"rendered":"Taksonomi"},"content":{"rendered":"<div id='top'  class='avia-section av-9j4uak-bd2a06b6bfd49d32dec1f3278962adc5 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-4172'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2lh7unw-fcbfbb47b1a10ca7eec7e75dc838f9d3\">\n.flex_column.av-2lh7unw-fcbfbb47b1a10ca7eec7e75dc838f9d3{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2lh7unw-fcbfbb47b1a10ca7eec7e75dc838f9d3 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-jr6a18pl-07a8962bdf2391439f6bd69f51a91629\">\n#top .av_textblock_section.av-jr6a18pl-07a8962bdf2391439f6bd69f51a91629 .avia_textblock{\nfont-size:35px;\n}\n<\/style>\n<section  class='av_textblock_section av-jr6a18pl-07a8962bdf2391439f6bd69f51a91629 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock taxonomy-of-evaluation'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -20px;\">Taksonomi for evaluering<br \/>\nP\u00e5 vei mot en standard<\/p>\n<\/div><\/section><\/div>\n<\/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-4172'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2jixmp8-21634a682d4361d5c6bd2d8866f4dc17\">\n#top .hr.av-2jixmp8-21634a682d4361d5c6bd2d8866f4dc17{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-2jixmp8-21634a682d4361d5c6bd2d8866f4dc17 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-2jixmp8-21634a682d4361d5c6bd2d8866f4dc17 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>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-91t4l8-a0ec9695d00ce4f92e8edca4b24ee394\">\n.flex_column.av-91t4l8-a0ec9695d00ce4f92e8edca4b24ee394{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-91t4l8-a0ec9695d00ce4f92e8edca4b24ee394 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-2h3v770-b2512d80d0db96727e4f5b2b3560d62f\">\n.flex_column.av-2h3v770-b2512d80d0db96727e4f5b2b3560d62f{\nborder-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2h3v770-b2512d80d0db96727e4f5b2b3560d62f 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-jr6a1jb4-de462de51e1d69492c696634868cd7c5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock jump-button'  itemprop=\"text\" ><p style=\"text-align: center;\"><a href=\"#taxonomy-table\">Hopp direkte til taksonomien<\/a><\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2ep0p6k-7be26c6c02c0bf40e94b355d380cc6ba\">\n.flex_column.av-2ep0p6k-7be26c6c02c0bf40e94b355d380cc6ba{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2ep0p6k-7be26c6c02c0bf40e94b355d380cc6ba 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>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2crwpa4-a78939ec02df58eb9680d58d5c19e67e\">\n.flex_column.av-2crwpa4-a78939ec02df58eb9680d58d5c19e67e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2crwpa4-a78939ec02df58eb9680d58d5c19e67e 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-jr6a1rxn-c7575be15138257383ba982d2413c357 '   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>Hva er en taksonomi og hva brukes den til?<\/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-jr6adf47-e7cc5ac126b630968d32d05c003e01f6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Mange evalueringsmodeller bruker begreper som f.eks. klargj\u00f8ring, eksponering, respons, m\u00e5lgruppeeffekt og virksomhetseffekt. I tillegg er det foresl\u00e5tt flere m\u00e5leparametere og evalueringsmetoder for hvert steg. Dette kan virke forvirrende.<\/p>\n<p>Denne siden presenterer en taksonomi som er skreddersydd for evaluering av kommunikasjon \u2013 som kategoriserer konsepter og termer. Kort sagt, den viser hvor ulike m\u00e5linger h\u00f8rer hjemme og hvordan de er knyttet sammen. Denne inkluderer:<\/p>\n<ol>\n<li>Hovedfasene for kommunikasjon (som klargj\u00f8ring, kanalresultat osv.)<\/li>\n<li>Stegene i hver fase (som distribusjon, mottak hos m\u00e5lgruppen osv.)<\/li>\n<li>Eksempler p\u00e5 m\u00e5leparametere og milep\u00e6ler for hver fase<\/li>\n<li>De mest vanlige m\u00e5tene \u00e5 generere m\u00e5leparametere og milep\u00e6ler<\/li>\n<\/ol>\n<p>En taksonomi er ikke det samme som en modell \u2013 men fors\u00f8ker \u00e5 liste ALLE hovedkonsepter, begreper, parametere, metoder osv. En modell er en illustrasjon av et spesifikt program eller aktivitet som skal bli gjennomf\u00f8rt i praksis. Allikevel m\u00e5 en modell v\u00e6re basert p\u00e5 konsepter og metoder som er legitime i bransjen, og m\u00e5 gjennomf\u00f8res riktig.<\/p>\n<p>En viktig fordel med en taksonomi er at den setter konsepter, parametere, metoder osv. p\u00e5 riktig plass. Dermed unng\u00e5r man f.eks. \u00e5 forveksle m\u00e5leparametere for synlighet og effekt. Forfatterne av den anerkjente boken \u00abEffective Public Relations, Cutlip, Center and Broom\u00bb har fra 1985 til slutten av 2000-tallet gjentatt at \u00aben vanlig evalueringsfeil er \u00e5 forveksle m\u00e5leparametere mellom de ulike fasene\u00bb (1985, s. 295; 1994, s. 44; Broom, 2009, s. 358). \u00a0Professor i Public Relations, Jim Grunig, sa tilsvarende at mange kommunikat\u00f8rer plasserer \u00abm\u00e5leparametere som er innhentet i en tidlig fase i effektfaser p\u00e5 et h\u00f8yere analyseniv\u00e5\u00bb (2008, s. 89). Strategisk kommunikasjon er ikke alene om \u00e5 gj\u00f8re dette. Den mye brukte veiledningen til University of Wisconsin for programmering av logiske evalueringsmodeller sier for eksempel at \u00abfolk strever med forskjellen mellom utsendelse og effekt\u00bb (Taylor-Power &amp; Henert, 2008, s. 19).<\/p>\n<p>Ingen taksonomi blir noen sinne fullstendig, men den som presenteres her bygger p\u00e5 en rekke forskningsstudier og fors\u00f8ker \u00e5 v\u00e6re s\u00e5 komplett som mulig.<\/p>\n<p>Merknader til denne taksonomien<\/p>\n<ul>\n<li>Delene, parametere, milep\u00e6ler og metoder er ikke fullstendige og ikke alle er p\u00e5krevd i alle situasjoner. De indikerer typiske tiln\u00e6rminger for evaluering f.eks. annonsering, PR og markedsf\u00f8ring. Kommunikat\u00f8rer b\u00f8r velge relevante parametere, milep\u00e6ler og metoder, ideelt sett minst en for hver fase.<\/li>\n<li>Oppsettet med klargj\u00f8ring, aktiviteter, utsendelse osv. b\u00f8r ikke tolkes som en linjer prosess. Tilbakemeldinger fra hver fase b\u00f8r benyttes til \u00e5 justere, perfeksjonere, og endre strategi eller taktikk om n\u00f8dvendig. Evaluering er en gjentakende prosess.<\/li>\n<li>Ikke all evaluering kan bevise virksomhetseffekt, spesielt n\u00e5r evaluering er gjort innen relativt kort tid etter kommunikasjonsaktivitetene. Virksomhetseffekt kan i noen tilfeller oppn\u00e5s flere \u00e5r etter at kommunikasjonsaktivitetene ble gjennomf\u00f8rt. Dessuten kan kommunikasjonsm\u00e5let v\u00e6re \u00e5 oppn\u00e5 kjennskap (en respons eller kortsiktig effekt) eller bygge tillit (en effekt som tar noe tid). En generell regel er at evaluering b\u00f8r rapportere mer enn bare utsendelse og respons fra m\u00e5lgruppen. Den m\u00e5 ogs\u00e5 identifisere og rapportere resultat p\u00e5 m\u00e5lgruppen og n\u00e5r mulig effekt p\u00e5 virksomhetens m\u00e5l.<\/li>\n<li>En viktig egenskap ved denne taksonomien er at effekten m\u00e5les mot virksomheten, m\u00e5lgruppen og samfunnet. Dette stemmer overens med teorier for programevaluering og logikk-modeller. (f.eks., Kellogg Foundation, 1998\/2004; Taylor-Power &amp; Henert, 2008; Wholey, 1979; Wholey, Hatry, &amp; Newcomer, 2010) og fra Excellence Theory of PR, som mener evaluering b\u00f8r gjennomf\u00f8res p\u00e5 (1) programniv\u00e5, (2) funksjonsniv\u00e5 (eks avdeling), (3) organisasjonsniv\u00e5, og (4) samfunnsniv\u00e5 (L. Grunig, J. Grunig &amp; Dozier, 2002, pp. 91\u201392).<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-jr6adn3n-ea8ef25644aa33e207c092cc1c7842b8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><b><span lang=\"EN-AU\">Utviklet av Professor Jim Macnamara for AMEC.<\/span><\/b><\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='taxonomy-table'  class='avia-section av-2bgwyi4-0e66ab9437cbeaf0c9d25960a658299d 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-4172'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-29p5nbw-915008b61c0f8c6aae80e76ce2ccd7a8\">\n.flex_column.av-29p5nbw-915008b61c0f8c6aae80e76ce2ccd7a8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-29p5nbw-915008b61c0f8c6aae80e76ce2ccd7a8 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-jr6ae2r2-c944af58f63a1ae6294c4f0614e8ff5b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -57px;\"><a href=\"#top\">Tilbake til toppen<\/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-4172'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28uwtss-86b446fbe693f4c105cdbd65598c7a9a\">\n.flex_column.av-28uwtss-86b446fbe693f4c105cdbd65598c7a9a{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28uwtss-86b446fbe693f4c105cdbd65598c7a9a 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-26qgrq4-eb742c1273ede6326f2acbbb14e46c2a 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>STAGES<\/b> MACRO-LEVEL<\/th><th class=''>KLARGJ\u00d8RING<sup>2<\/sup><br \/>\n<\/th><th class=''>AKTIVITETER<\/th><th class=''>KANALRESULTAT<\/th><th class=''>RESPONS<sup>3<\/sup><\/th><th class=''>M\u00c5LGRUPPEEFFEKT<sup>4<\/sup><\/th><th class=''>VIRKSOMHETSEFFEKT<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Definisjon<\/td><td class=''>Hva du trenger til forberedelsene. Hva du m\u00e5 ha klargjort, for eksempel m\u00e5l, budsjett, ressurser osv.<br \/>\n<\/td><td class=''>Aktiviteter du m\u00e5 gj\u00f8re for \u00e5 planlegge og gjennomf\u00f8re kommunikasjonstiltaket, for eksempel klargj\u00f8re status i dag, forunders\u00f8kelser, planer osv.<br \/>\n<\/td><td class=''>Hva du sender ut eller kommuniserer med m\u00e5lgruppen (f.eks. informasjon og materiale). F.eks. pressemeldinger, artikler i media og p\u00e5 nett, publisering i sosiale medier osv. <\/td><td class=''>Kortsiktig. Hvilken informasjon har n\u00e5dd m\u00e5lgruppen og hva husker de eller gj\u00f8r de med denne. Har de mottatt budskapet? F.eks. registrerer du at m\u00e5lgruppen i \u00f8kt grad diskuterer produktet eller det relevante temaet p\u00e5 Facebook-siden deres?<\/td><td class=''>Langsiktig. Hvilken effekt har du hatt p\u00e5 m\u00e5lgruppen. Konkret er dette endringer hos m\u00e5lgruppen, f.eks. endring i kunnskap, holdning eller atferd.<br \/>\n<\/td><td class=''>Langsiktig. Den direkte eller indirekte resultatp\u00e5virkningen kommunikasjonsarbeidet har hatt for organisasjonen. F.eks. har dere klart \u00e5 \u00f8ke salget med 20 prosent.<\/td><\/tr><tr class=''><td class=''><b>Trinn<\/b><br \/>\nMellom-niv\u00e5<\/td><td class=''><b>\u2022 M\u00e5l og delm\u00e5l<br \/>\n\u2022 Budsjett<br \/>\n\u2022 Ressurser<\/b> (og mangel p\u00e5) \u2013 folk, fasiliteter, partnerskap osv.<\/td><td class=''><b>\u2022 Formative unders\u00f8kelser \u2013 m\u00e5lgruppens f\u00f8lelser, adferd, behov, verdier, kunnskap<br \/>\n\u2022 Strategisk planlegging <sup>7<\/sup><br \/>\n\u2022 Produksjon<\/b> (design, skriving, media-kj\u00f8p, medierelasjoner osv.)<\/td><td class=''><b>\u2022 Distribusjon<br \/>\n\u2022 Eksponering<br \/>\n\u2022 Mottak<br \/>\n<sup>8<\/sup><\/b><\/td><td class=''><b>\u2022 Oppmerksomhet<br \/>\n\u2022 Kjennskap<br \/>\n\u2022 Forst\u00e5else<br \/>\n\u2022 Interesse\/like<br \/>\n\u2022 Engasjement<br \/>\n\u2022 Vurdering<\/b><\/td><td class=''><b>\u2022 L\u00e6ring og kunnskap<br \/>\n\u2022 Holdningsendring<br \/>\n\u2022 Forn\u00f8ydhet<br \/>\n\u2022 Tillit<br \/>\n\u2022 Preferanser<br \/>\n\u2022 Intensjoner<br \/>\n\u2022 Anbefaling<br \/>\n\u2022 Atferdsendring<br \/>\n<\/b><\/td><td class=''><b>\u2022 Omd\u00f8mme<br \/>\n\u2022 Relasjoner<br \/>\n\u2022 Regeletterlevelse<br \/>\n\u2022 Organisasjonsendring<br \/>\n\u2022 M\u00e5lgruppe- og samfunnsendring<br \/>\n<\/b><\/td><\/tr><tr class=''><td class=''><b>M\u00e5ling og milep\u00e6ler<\/b><br \/>\nMikro-niv\u00e5<\/td><td class=''>\u2022 SMARTe delm\u00e5l<br \/>\n\u2022 KPI \/ Delm\u00e5l<\/td><td class=''>\u2022 Nullpunktsanalyse<br \/>\n\u2022 AB-testing<br \/>\n\u2022 M\u00e5lgruppens behov, preferanser osv.<br \/>\n\u2022 For-testdata (eks. p\u00e5 kreative konsepter)<br \/>\n\u2022 Evalueringsplan<br \/>\n\u2022 Budskapsplattform<br \/>\n\u2022 Innhold (pressemeldinger, nettsider osv.)<br \/>\n\u2022 Medierelasjoner<br \/>\n<\/td><td class=''>\u2022 Volum: poster, tweets og e-markedsf\u00f8ring<br \/>\n\u2022 Bes\u00f8kende p\u00e5 events<br \/>\n\u2022 Antall medieoppslag<br \/>\n\u2022 Rekkevidde media, nett og SoMe<br \/>\n\u2022 Opplag<br \/>\n\u2022 Antall mulige eksponeringer (OTC: Opportunity To See)<br \/>\n\u2022 CPM\/CPT (kost per tusen)<br \/>\n\u2022 Stikkorddominans i artikkel<br \/>\n\u2022 TARP (target audience rating point)<br \/>\n\u2022 Klikk<br \/>\n\u2022 Oppmerksomhetsandel (Share of voice)<br \/>\n\u2022 Tone, f\u00f8lelse, foretrekking, vekting<br \/>\n\u2022 Plasserte budskap<br \/>\n\u2022 AB-testing<br \/>\n\u2022 Lesbarhet<br \/>\n<\/td><td class=''>\u2022 Unike bes\u00f8k<br \/>\n\u2022 Visninger (antall, lengde, lesem\u00f8nster)<br \/>\n\u2022 Reaksjon (f\u00f8lgere, tagger, delinger, retweets)<br \/>\n\u2022 Sentiment-respons i SoMe (glad\/sint)<br \/>\n\u2022 Kanalrangering<br \/>\n\u2022 Brukt tid p\u00e5<br \/>\n\u2022 Husking (med og uten hjelp)<br \/>\n\u2022 Nett og video<br \/>\n\u2022 Returbes\u00f8k (til f.eks. nettsiden)<br \/>\n\u2022 Positive kommentarer<br \/>\n\u2022 Positiv respons i sp\u00f8rreskjemaer<br \/>\n\u2022 Abonnenter (f.eks. nyhetsbrev, RSS)<br \/>\n\u2022 Kostnad per engasjement<br \/>\nInnholdsrangering (best\/d\u00e5rligst)<br \/>\n\u2022 Bevegelsesm\u00f8nster p\u00e5 nett<br \/>\n<\/td><td class=''>\u2022 Budskapsaksept<br \/>\n\u2022 Tillitsniv\u00e5<br \/>\n\u2022 St\u00f8tteerkl\u00e6ringer eller intensjoner<br \/>\n\u2022 Foresp\u00f8rsler<br \/>\n\u2022 Overlevering \u2013 prospekt<br \/>\n\u2022 Registreringer (f.eks. organdonorer)<br \/>\n\u2022 Merkevarepreferansen<br \/>\n\u2022 Antall som tester produktet<br \/>\n\u2022 Deltakere<br \/>\n\u2022 Anbefalinger<br \/>\n<\/td><td class=''>\u2022 St\u00f8tte fra interessenter og m\u00e5lgrupper<br \/>\n\u2022 Oppn\u00e5r m\u00e5l<br \/>\n\u2022 Salgs\u00f8kning<br \/>\n\u2022 Donasjons\u00f8kning<br \/>\n\u2022 Kostnadsbesparelse<br \/>\n\u2022 Beholder ansatte<br \/>\n\u2022 Kundelojalitet<br \/>\n\u2022 Livskvalitet\/velferd<br \/>\n<\/td><\/tr><tr class=''><td class=''><b>Evalueringsmetode<\/b><\/td><td class=''>\u2022 Internanalyse<br \/>\n\u2022 Omverdensanalyse<br \/>\n\u2022 Gjennomf\u00f8rbarhetsanalyse<br \/>\n\u2022 Risikoanalyse<br \/>\n<\/td><td class=''>\u2022 Analyse av metadata (tidligere forskning og m\u00e5linger)<br \/>\n\u2022 Marked- og m\u00e5lgruppeunders\u00f8kelser (sp\u00f8rreskjemaer, fokusgrupper, intervjuer)<br \/>\n\u2022 Samtaler med interessent- og m\u00e5lgrupper<br \/>\n\u2022 For-testingspanel<br \/>\n\u2022 Case-studier og beste praksis<br \/>\n\u2022 SWOT, Risiko, PEST el PESTERL etc)<br \/>\n<\/td><td class=''>\u2022 Aktivitetsrapport (events, sponsorater osv.)<br \/>\n\u2022 Mediem\u00e5linger<br \/>\n\u2022 Medieoverv\u00e5kning (kvantitativt)<br \/>\n\u2022 SoMe-m\u00e5linger (kvantitativt)<br \/>\n\u2022 Medieanalyser (kvalitativt)<br \/>\n<\/td><td class=''>\u2022 Nettstatistikk<br \/>\n\u2022 SoMe-analyser<br \/>\n\u2022 Overv\u00e5king av tilbakemeldinger (kommentarer, e-post)<br \/>\n\u2022 Entografi (sosialantropologi &#8211; observering)<br \/>\n\u2022 Netnografi (online)<br \/>\n\u2022 M\u00e5lgruppeunders\u00f8kelser (kunnskap, forst\u00e5else, interesse, holdning)<br \/>\n\u2022 Fokusgrupper<br \/>\n\u2022 Intervjuer<\/p>\n<p><\/td><td class=''>\u2022 SoMe-analyser (kvalitativ)<br \/>\n\u2022 Database-statistikk (CRM, identifisere kilder)<br \/>\n\u2022 Etnografi (sosialantropologi &#8211; observering)<br \/>\n\u2022 Netnografi (online)<br \/>\n\u2022 Holdningsunders\u00f8kelser<br \/>\n\u2022 M\u00e5lgruppeunders\u00f8kelser<br \/>\n\u2022 Fokusgrupper<br \/>\n\u2022 Intervjuer<br \/>\n\u2022 Net Promoter Score (NPS) \u2013 \u00abVille du anbefale v\u00e5rt selskap til en kollega eller venn?\u00bb<br \/>\n\u2022 Tellinger \u2013 atferdsendring (antall passasjerer vs. biler)<\/td><td class=''>\u2022 Databasestatistikk (antall bloddonasjoner, helseresultat, nye medlemskap)<br \/>\n\u2022 Salgsstatistikk<br \/>\n\u2022 Doneringsoversikt<br \/>\n\u2022 CRM-data<br \/>\n\u2022 Medarbeiderunders\u00f8kelse<br \/>\n\u2022 Kost-nytteunders\u00f8kelse<br \/>\n\u2022 Avkastning (ROI)<br \/>\n\u2022 Econometrics<br \/>\n\u2022 Skalaer for livskvalitet<br \/>\n\u2022 Omd\u00f8mmestudier<br \/>\n\u2022 Evaluering av relasjoner<br \/>\n<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'STAGES MACRO-LEVEL'; } .avia-table-1 td:nth-of-type(2):before { content: 'KLARGJ\u00d8RING2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'AKTIVITETER'; } .avia-table-1 td:nth-of-type(4):before { content: 'KANALRESULTAT'; } .avia-table-1 td:nth-of-type(5):before { content: 'RESPONS3'; } .avia-table-1 td:nth-of-type(6):before { content: 'M\u00c5LGRUPPEEFFEKT4'; } .avia-table-1 td:nth-of-type(7):before { content: 'VIRKSOMHETSEFFEKT5'; } <\/style><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-arfx4s-b5826948088e3dc6aaffd3290afac1fe\">\n.flex_column.av-arfx4s-b5826948088e3dc6aaffd3290afac1fe{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-arfx4s-b5826948088e3dc6aaffd3290afac1fe 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-8ywqvg-843a19b7ab41c617dcd59474685a26fb '   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 id=\"u7065-36\" class=\"list0 nls-None\">\n<li id=\"u7065-5\" style=\"text-align: left;\">Trust is considered an intermediate outcome because it is sought in order to achieve a longer-term impact, such as being elected to government, customers continuing to do business with a company, etc. It is not an end goal in itself.<\/li>\n<li id=\"u7065-7\" style=\"text-align: left;\">Some program logic models refer to this first stage as Inputs\/Resources.<\/li>\n<li id=\"u7065-9\" style=\"text-align: left;\">Advanced outtakes overlap with, or can be the same as, short-term outcomes. This is why the most commonly used program logic models do not use outtakes as a stage. Outtakes and outcomes can be cognitive and\/or affective (emotional) and\/or conative (behavioural).<\/li>\n<li id=\"u7065-11\" style=\"text-align: left;\">Long-term outcomes overlap with and are sometimes considered to be the same as impact.<\/li>\n<li id=\"u7065-13\" style=\"text-align: left;\">Impact is often evaluated only in relation to the organization. However, as noted in the introduction, impact on stakeholders, publics, and society as a whole should be considered. This is essential for government, non-government, and non-profit organizations focussed on serving the public interest. But also, impact on stakeholders and society affects and shapes the environment in which businesses operates (i.e., this evaluation forms part of environmental scanning, audience research, and market research that will inform future planning).<\/li>\n<li id=\"u7065-15\" style=\"text-align: left;\">Causation is very difficult to establish in many cases, particularly when multiple influences contribute to impact (results), as is often the case. The three key rules of causation must be applied: (a) the alleged cause must precede the alleged effect\/impact; (b) there must be a clear relationship between the alleged cause and effect (e.g., there must be evidence that the audience accessed and used information you provided); and (c) other possible causes must be ruled out as far as possible.<\/li>\n<li id=\"u7065-17\" style=\"text-align: left;\">Some include planning in inputs. However, if this occurs, formative research (which should precede planning) also needs to be included in inputs. However, most program evaluation models identify formative research and planning as key activities to be undertaken as part of the communication program. Inputs are generally pre-campaign\/program.<\/li>\n<li id=\"u7065-19\" style=\"text-align: left;\">Reception refers to what information or messages are received by target audiences and is slightly different to exposure. For example, an audience might be exposed to a story in media that they access, but skip over the story and not receive the information. Similarly, they may attend an event such as a trade show and be exposed to content, but not receive information or messages (e.g., through inattention or selection of content to focus on).<\/li>\n<li id=\"u7065-21\" style=\"text-align: left;\">Learning (i.e., acquisition of knowledge) is not required in all cases. However, in some public communication campaigns and projects it is. For example, health campaigns to promote calcium-rich food and supplements to reduce osteoporosis among women found that, first, women had to be \u2018educated\u2019 about osteoporosis (what it is , its causes, etc.). Similary, combatting obesity requires dietary education. Whereas understanding refers to comprehension of messages communicated, learning refers to the acquisition of deeper or broader knowledge that is necessary to achieve the objectives.<\/li>\n<li id=\"u7065-23\" style=\"text-align: left;\">Ethnography is a research method based on intensive first-hand observation over an extended period, often supplemented by interviews and other research method.<\/li>\n<li id=\"u7065-25\" style=\"text-align: left;\">Netnography is online ethnography in which online users are closely monitored to identify their patterns of behaviour, attitudes, etc. via their comments, click trails, and other digital metrics.<\/li>\n<li id=\"u7065-30\" style=\"text-align: left;\">Net promoter score is a score out of 10 based to a single question: \u2018How likely is it that you would recommend [brand] to a friend or colleague?\u2019 Scores of 0\u20136 are considered \u2018detractors\u2019\/dissatisfied; scores of 7\u20138 are satisfied but unenthusiastic; and scores of 9\u201310 are those considered loyal enthusiasts, supporters, and advocates. (See<a class=\"nonblock\" href=\"https:\/\/www.netpromoter.com\/know\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.netpromoter.com\/know<\/a>)<\/li>\n<li id=\"u7065-35\" style=\"text-align: left;\">Econometrics is the application of mathematics and statistical methods to test\u00a0 hypotheses and identify the economic relations between factors based on empirical data (see<a class=\"nonblock\" href=\"http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html<\/a>)<\/li>\n<\/ol>\n<\/div><\/section><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-po33w-0af8965ea387d3f18f78efe0ff294e9c\">\n.flex_column.av-po33w-0af8965ea387d3f18f78efe0ff294e9c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-po33w-0af8965ea387d3f18f78efe0ff294e9c 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-6iuqi4-ef116184b63ce5b1f52942d0b3d2d5ef '   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\" rel=\"noopener noreferrer\">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>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3lxqa4-8b34a8ee74688ce9ff9c10a4b180c11a\">\n.flex_column.av-3lxqa4-8b34a8ee74688ce9ff9c10a4b180c11a{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3lxqa4-8b34a8ee74688ce9ff9c10a4b180c11a 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-216wm4-ea462946d06f646d01841a208d461e5d '   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\" rel=\"noopener noreferrer\">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\" rel=\"noopener noreferrer\">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":4184,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-4172","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>Taksonomi - 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=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taksonomi - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/nb\/home\/supporting-material\/taksonomi\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"article:modified_time\" content=\"2019-01-24T12:18:41+00:00\" \/>\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=\"17 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\/nb\/home\/supporting-material\/taksonomi\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/nb\/home\/supporting-material\/taksonomi\/\",\"name\":\"Taksonomi - 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