{"id":542,"date":"2016-08-26T10:22:16","date_gmt":"2016-08-26T09:22:16","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/sv\/?page_id=542"},"modified":"2016-09-13T13:08:28","modified_gmt":"2016-09-13T12:08:28","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/sv\/hem\/underlag\/taxonomy\/","title":{"rendered":"taxonomi"},"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-542'><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 taxonomi av utv\u00e4rdering f\u00f6r standarder<\/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-542'><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 direkt till sj\u00e4lva taxonomin<\/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>VAD \u00c4R EN TAXONOMI OCH VAD \u00c4R DEN TILL F\u00d6R?<\/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>Omr\u00e5det m\u00e4tning och utv\u00e4rdering upplevs ofta f\u00f6rvirrande f\u00f6r yrkesverksamma inom PR- och kommunikation. I det breda utbudet av modeller f\u00f6r kommunikationsutv\u00e4rdering anv\u00e4nds idag ett brett spektrum av termer och begrepp, s\u00e5 som: input, resultat, reaktioner, utfl\u00f6den, tillv\u00e4xt, effekt och p\u00e5verkan. Varje begreppsomr\u00e5de kan d\u00e4refter utv\u00e4rderas med hj\u00e4lp av ytterligare m\u00e5tt och metoder.<\/p>\n<p>Denna sida presenterar en taxonomi f\u00f6r utv\u00e4rdering av kommunikation &#8211; en taxonomi \u00e4r en kartl\u00e4ggning inom ett omr\u00e5de f\u00f6r att kategorisera begrepp och termer &#8211; kort sagt, f\u00f6r att visa systematiskt var de h\u00f6r hemma och var de passar i f\u00f6rh\u00e5llande till varandra. Denna taxonomi identifierar:<\/p>\n<ol>\n<li>De viktigaste stegen i utv\u00e4rderingsprocessen (t.ex. Input, resultat, etc.);<\/li>\n<li>De viktigaste stegen i varje del (t.ex. informationsspridning, mottagande av publik, etc.);<\/li>\n<li>Exempel p\u00e5 m\u00e5tt och milstolpar som kan genereras eller identifieras som en del av utv\u00e4rderingen vid varje del och steg; och<\/li>\n<li>De vanligaste metoderna f\u00f6r att generera dessa m\u00e5tt och milstolpar.<\/li>\n<\/ol>\n<ol id=\"u6543-15\" class=\"list0 nls-None\"><\/ol>\n<p>En taxonomi \u00e4r inte samma sak som en modell, en taxonomi f\u00f6rs\u00f6ker lista alla de viktigaste begreppen, termerna, nyckeltalen, metoderna, etc. inom ett omr\u00e5de, medan en modell \u00e4r en illustration av ett s\u00e4rskilt program eller aktivitet som ska till\u00e4mpas i praktiken. Dock b\u00f6r modeller baseras p\u00e5 begrepp och metoder som identifierats som legitima inom omr\u00e5det och till\u00e4mpas p\u00e5 l\u00e4mpligt s\u00e4tt.<\/p>\n<p>En viktig f\u00f6rdel med en taxonomi \u00e4r att det s\u00e4tter begrepp, m\u00e5tt, metoder, etc. p\u00e5 r\u00e4tt plats &#8211; t ex undviker att resultat m\u00e5tt f\u00f6rv\u00e4xlas med utfallsm\u00e5tt. F\u00f6rfattarna Center och Broom som skrivit den v\u00e4lk\u00e4nda boken \u201dEffective Public Relations\u201d, har noterat flera g\u00e5nger i upplagor fr\u00e5n 1985 till slutet av 2000-talet att &#8221;Det vanligaste felet i programutv\u00e4rdering \u00e4r att ers\u00e4tta m\u00e4tningar fr\u00e5n en niv\u00e5 till en helt annan niv\u00e5&#8221; (1985 , s 295,. 1994, s 44,. Broom, 2009, s 358).. Emeritus professor i Public Relations Jim Grunig s\u00e4ger likas\u00e5 att m\u00e5nga ut\u00f6vare anv\u00e4nder &#8221;ett m\u00e5tt som samlats p\u00e5 en niv\u00e5 av analys f\u00f6r att p\u00e5visa resultat p\u00e5 en h\u00f6gre niv\u00e5 av analys&#8221; (2008, s. 89). PR och strategisk kommunikation \u00e4r dock inte ensam i detta. Den utbredda University of Wisconsin (UWEX) guiden till programlogik modeller f\u00f6r utv\u00e4rdering s\u00e4ger till exempel &#8221;folk k\u00e4mpar ofta med skillnaden mellan resultat och utfall&#8221; (Taylor-Power &amp; Henert, 2008, s. 19).<\/p>\n<p>Ingen taxonomi \u00e4r n\u00e5gonsin helt komplett, men den taxonomi som presenteras h\u00e4r bygger p\u00e5 ett brett spektrum av studier f\u00f6r att vara s\u00e5 helt\u00e4ckande som m\u00f6jligt (se &#8221;Introduktion till AMEC Integrerade Ramverk f\u00f6r utv\u00e4rdering&#8221; f\u00f6r information om ursprunget och grunden f\u00f6r denna taxonomi och ramverket sig).<\/p>\n<p>Att bet\u00e4nka vid anv\u00e4ndning av denna taxonomi:<\/p>\n<p>\u2022 De nyckelsteg, m\u00e5tt, milstolpar och metoder som tas upp \u00e4r inte fullst\u00e4ndiga och de beh\u00f6vs inte alltid anv\u00e4ndas i varje utv\u00e4rderingssteg.<\/p>\n<p>\u2022 Ordningen och angrepps\u00e4ttet av input, aktiviteter, resultat, etc. b\u00f6r inte tolkas som en enkel linj\u00e4r process. \u00c5terkoppling fr\u00e5n varje steg b\u00f6r till\u00e4mpas f\u00f6r att justera, finjustera och \u00e4ndra strategi och taktik om det beh\u00f6vs. Utv\u00e4rdering \u00e4r en iterativ process utan inb\u00f6rdes ordning.<\/p>\n<p>\u2022 All utv\u00e4rdering kan inte p\u00e5visa effekt, s\u00e4rskilt inte n\u00e4r utv\u00e4rderingen g\u00f6rs inom en relativt kort tidsperiod efter att kommunikationsinsatsen genomf\u00f6rts. Kommunikation \u00e4r dock ett l\u00e5ngsiktigt arbete d\u00e4r effekten ofta m\u00e4rks efter l\u00e5ng tid, speciellt om m\u00e5len f\u00f6r kommunikationen \u00e4r att skapa medvetenhet (en reaktion eller kortvarigt utfall) eller bygga upp ett f\u00f6rtroende (som ocks\u00e5 kan ses som ett mellanstegs utfall inf\u00f6r en slutlig effekt) [xii]. Som regel b\u00f6r dock en utv\u00e4rderingsrapport t\u00e4cka l\u00e5ngt utanf\u00f6r resultat och reaktioner.<\/p>\n<p>\u2022 Ett viktigt inslag i denna taxonomi \u00e4r den omfattar Inflytande (impact), och hur det p\u00e5verkar organisatoriska intressenter och samh\u00e4llet. Detta ligger i linje med programutv\u00e4rderingsteori och program f\u00f6r logiska modeller (t.ex. Kellogg Foundation, 1998\/2004, Taylor-Power &amp; Henert, 2008; Wholey, 1979, Wholey, Hatry &amp; Newcomer 2010) och med Excellence Theory of PR, som kr\u00e4ver att utv\u00e4rderingen genomf\u00f6rs p\u00e5 (a) programniv\u00e5; (2) funktionsniv\u00e5 (t.ex. avdelning eller enhet); (3) organisationsniv\u00e5; och (4) samh\u00e4llsniv\u00e5 (L. Grunig, J. Grunig &amp; Dozier, 2002, s. 91-92).<\/p>\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><strong>Utvecklats av professor Jim MacNamara f\u00f6r AMEC.<\/strong><\/p>\n<\/div><\/section><\/p><\/div>\n<\/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-542'><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-542'><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-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>STEG<\/b> MACRO NIV\u00c5<\/th><th class=''>INPUT<sup>2<\/sup><br \/>\n<\/th><th class=''>AKTIVITETER<\/th><th class=''>RESULTAT<\/th><th class=''>REAKTIONER<sup>3<\/sup><\/th><th class=''>EFFEKT<sup>4<\/sup><\/th><th class=''>INFLYTANDE <sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Kort definition<\/td><td class=''>Vad du beh\u00f6ver f\u00f6rbereda inf\u00f6r kommunikationsinsatsen<\/td><td class=''>Saker du g\u00f6r f\u00f6r att planera och producera din kommunikation<\/td><td class=''>Vad du s\u00e4nder ut som tas emot av dina m\u00e5lgrupper<\/td><td class=''>Vad dina m\u00e5lgrupper g\u00f6r och f\u00e5r ut av din kommunikation<\/td><td class=''>Vilka effekter din kommunikation ger i m\u00e5lgruppen<\/td><td class=''>Inflytande (resultat) som uppn\u00e5s p\u00e5 organisatoriska m\u00e5l<\/td><\/tr><tr class=''><td class=''><b>key Step<\/b><br \/>\nmeso<br \/>\n(Community or Organization)<\/td><td class=''><b>\u2022 M\u00e5l<br \/>\n\u2022 Budget<br \/>\n\u2022 Resurser<\/b> (tex personal, byr\u00e5er, faciliteter, partnerskap)<\/td><td class=''><b>\u2022 Formativ research (F\u00f6rberedande unders\u00f6kning)<br \/>\n\u2022 Planning<sup>7<\/sup><br \/>\n\u2022 Produktion<\/b> (tex design, texter, media k\u00f6p, medierelationer, media partnerskap etc)<\/td><td class=''><b>\u2022 Distribution<br \/>\n\u2022 Exponering<br \/>\n\u2022 Mottagning<br \/>\n<sup>8<\/sup><\/b><\/td><td class=''><b>\u2022 Uppm\u00e4rksamhet<br \/>\n\u2022 Medvetenhet<br \/>\n\u2022 F\u00f6rst\u00e5else<br \/>\n\u2022 Intresse\/tycka om<br \/>\n\u2022 Engagemang<br \/>\n\u2022 Deltagande<br \/>\n\u2022 \u00d6verv\u00e4gande<\/b><\/td><td class=''><b>\u2022 L\u00e4rande\/kunskap<sup>9<\/sup><br \/>\n\u2022 Attitydf\u00f6r\u00e4ndring<br \/>\n\u2022 N\u00f6jdhet<br \/>\n\u2022 F\u00f6rtroende<br \/>\n\u2022 F\u00f6redra<br \/>\n\u2022 Intention<br \/>\n\u2022 Rekommendation<\/b><\/td><td class=''><b>\u2022 Rykte<br \/>\n\u2022 Relationer<br \/>\n\u2022 Compliance &#8211; \u00d6verrensst\u00e4mmelse \/ efterlevande beteende<br \/>\n\u2022 Organisationsf\u00f6r\u00e4ndring<br \/>\n\u2022 Publik\/social f\u00f6r\u00e4ndring<\/b><\/td><\/tr><tr class=''><td class=''><b>Exempel m\u00e4tetal &amp; milstolpar<\/b><\/p>\n<p>MICRO-LEVEL<\/td><td class=''>\u2022 SMART m\u00e5l<br \/>\n\u2022 M\u00e5ls\u00e4ttning\/KPIer<\/td><td class=''>\u2022 Standardv\u00e4rde \/ benchmarks<br \/>\n(tex nuvarande medvetenhet)<br \/>\n\u2022 M\u00e5lgruppsbehov, preferens etc<br \/>\n\u2022 Strategisk plan<br \/>\n\u2022 Utv\u00e4rderings plan<br \/>\n\u2022 F\u00f6r-test data ( tex kreativa koncept)<br \/>\n\u2022 Producerat inneh\u00e5ll (tex mediareleaser, webbsidor m m)<br \/>\n\u2022 Mediarelationer<\/td><td class=''>\u2022 Publicitetsvolym<br \/>\n\u2022 Medial r\u00e4ckvidd<br \/>\n\u2022 Impressions\/OTS<br \/>\n\u2022 Share of Voice<br \/>\n\u2022 Tonalitet\/Fav\u00f6r<br \/>\n\u2022 Placerade<br \/>\n\u2022 budskap<br \/>\n\u2022 Postningar, tweets m m<br \/>\n\u2022 Annons TARP<br \/>\n\u2022 E-marketing volym<br \/>\n\u2022 CPM<br \/>\n\u2022 Clickthroughs<br \/>\n\u2022 Eventpublik<br \/>\n<\/td><td class=''>\u2022 Unika bes\u00f6kare<br \/>\n\u2022 Views<br \/>\n\u2022 Respons (tex f\u00f6ljare, likes, taggningar, delningar, retweets)<br \/>\n\u2022 Return visits\/views<br \/>\n\u2022 Erinran (icke-hj\u00e4lpt, hj\u00e4lpt)<br \/>\n\u2022 Positiva kommentarer<br \/>\n\u2022 Positiva svar i unders\u00f6kningar<br \/>\n\u2022 Prenumeranter (RSS, Nyhetsbrev etc)<br \/>\n\u2022 F\u00f6rfr\u00e5gningar<br \/>\n<\/td><td class=''>\u2022 Budskapsacceptans<br \/>\n\u2022 Niv\u00e5 av f\u00f6rtroende<br \/>\n\u2022 Uttryck f\u00f6r st\u00f6d eller intention<br \/>\n\u2022 Leads<br \/>\n\u2022 Registreringar (tex organdonatorer lista)<br \/>\n\u2022 Varum\u00e4rkes preferens<br \/>\n\u2022 Prova p\u00e5\/Varuprov<br \/>\n\u2022 Ansluta (join)<br \/>\n\u2022 Intyga p\u00e5 nytt (medarbetarunders\u00f6kningar)<br \/>\n<\/td><td class=''>\u2022 Allm\u00e4nhetens st\u00f6d<br \/>\n\u2022 M\u00f6ta m\u00e5l (tex bloddonationer etc)<br \/>\n\u2022 F\u00f6rs\u00e4ljnings\u00f6kning<br \/>\n\u2022 \u00d6kning av donationer<br \/>\n\u2022 Kostnadsbesparingar<br \/>\n\u2022 Personalneddragningar<br \/>\n\u2022 Kundlojalitet<br \/>\n\u2022 Livskvalit\u00e9\/v\u00e4lm\u00e5ende \u00f6kning<br \/>\n<\/td><\/tr><tr class=''><td class=''><b>Metoder<\/b><br \/>\nf\u00f6r utv\u00e4rdering<\/td><td class=''>\u2022 Intern analys<br \/>\n\u2022 Omv\u00e4rldsskanning<br \/>\n\u2022 Genomf\u00f6rbarhetsstudie<br \/>\n\u2022 Riskanalys<br \/>\n<\/td><td class=''>\u2022 Metadataanalys (tex tidigare research och m\u00e4tningar)<br \/>\n\u2022 Marknads\/m\u00e5lgrupps analys (tex unders\u00f6kningar, fokusgrupper, Intervjuer)<br \/>\n\u2022 Stakeholder konsultering<br \/>\n\u2022 Fallstudier (best practise)<br \/>\n\u2022 SWOT analys (eller PEST eller PESTILE etc)<br \/>\n\u2022 F\u00f6rtest paneler<br \/>\n\u2022 Kollegial granskning<br \/>\n\u2022 Expert granskning<br \/>\n<\/td><td class=''>\u2022 Medier m\u00e4tm\u00e5tt (tex publik statistik, impressions, CPM)<br \/>\n\u2022 Media bevakning<br \/>\n\u2022 Medial inneh\u00e5llsanalys (kvantitativ och kvalitativ)<br \/>\n\u2022 Social media analys (kvantitativ och kvalitativ)<br \/>\n\u2022 Aktivitets rapport (tex events, sponsorskap)<br \/>\n<\/td><td class=''>\u2022 Webbstatistik (tex views, nerladdningar)<br \/>\n\u2022 Social media analys (kvalitativ typ kommentarer)<br \/>\n\u2022 Feedback (kommentarer, brev, mail)<br \/>\n\u2022 Etnografi<sup>10<\/sup><br \/>\n(observationer)<br \/>\n\u2022 Netnografi<sup>11<\/sup> (online etnografi)<br \/>\n\u2022 Publik\/Anv\u00e4nder unders\u00f6kningar (\u00e5terkommande medvetenhet, f\u00f6rst\u00e5else, intresse och \u00e5sikt)<br \/>\n\u2022 Fokusgrupp (likt ovan)<br \/>\n\u2022 Intervjuer (likt ovan)<\/td><td class=''>\u2022 Sociala medier analys (kvalitativ)<br \/>\n\u2022 Databas statistik (f\u00f6rfr\u00e5gnings trackning, k\u00e4llidentifiering)<br \/>\n\u2022 Etnografi (observationer)<br \/>\n\u2022 Netnografi (online etnografi)<br \/>\n\u2022 \u00c5siktsunders\u00f6kningar<br \/>\n\u2022 Stakeholder unders\u00f6kningar (tex \u00e5terkommande n\u00f6jdhet, f\u00f6rtroende osv)<br \/>\n\u2022 Fokusgrupper (likt ovan)<br \/>\n\u2022 Intervjuer (likt ovan)<br \/>\n\u2022 Net Promoter Score (NPS)<br \/>\n<sup>12<\/sup><\/td><td class=''>\u2022 Databas protokoll (tex blod donationer, h\u00e4lsoutfall, medlemskap etc)<br \/>\n\u2022 F\u00f6rs\u00e4ljningssiffror<br \/>\n\u2022 Donationssiffror<br \/>\n\u2022 CRM data<br \/>\n\u2022 Medarbetarunders\u00f6kningar<br \/>\n\u2022 Rykte\/Varum\u00e4rkesunder\u00f6skningar<br \/>\n\u2022 L\u00f6nsamhetsanalyser<br \/>\n\u2022 ROI (om det finns finansiella m\u00e5l)<br \/>\n\u2022 Ekonometri<sup>13<\/sup><br \/>\n\u2022 Livskvalit\u00e9 skalor och v\u00e4lm\u00e5ende m\u00e4tningar<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'STEG MACRO NIV\u00c5'; } .avia-table-1 td:nth-of-type(2):before { content: 'INPUT2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'AKTIVITETER'; } .avia-table-1 td:nth-of-type(4):before { content: 'RESULTAT'; } .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: 'INFLYTANDE 5'; } <\/style><\/div>\n\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>ST\u00d6DJANDE FOTNOTER G\u00c4LLANDE TAXONOMI F\u00d6R UTV\u00c4RDERING<\/strong><\/p>\n<p>1. F\u00f6rtroende anses vara ett mellanstegsresultat, och inte ett slutm\u00e5l i sig, eftersom det efterstr\u00e4vas f\u00f6r att uppn\u00e5 ett inflytande p\u00e5 l\u00e4ngre sikt. T.ex. skapa f\u00f6rtroende f\u00f6r att bli vald till regeringen, f\u00f6r att kunder ska forts\u00e4tta g\u00f6ra aff\u00e4rer med ett f\u00f6retag, etc.<\/p>\n<p>2. Vissa logiska programmodeller h\u00e4nvisar till denna f\u00f6rsta etapp som Input \/ Resurser.<\/p>\n<p>3. Avancerade reaktioner kan vara densamma som kortsiktiga resultat. Det \u00e4r d\u00e4rf\u00f6r de mest anv\u00e4nda logiska programmodellerna inte anv\u00e4nder reaktioner som ett steg i utv\u00e4rderingsprocessen. Reaktioner och resultat kan vara kognitiva och \/ eller k\u00e4nslom\u00e4ssiga och \/ eller beteende orienterade.<\/p>\n<p>4. L\u00e5ngsiktiga effekter \u00f6verlappar med och kan ibland anses vara densamma som inflytandestegets resultat.<\/p>\n<p>5. Inflytande utv\u00e4rderas ofta endast i f\u00f6rh\u00e5llande till organisationen. Men, som kan l\u00e4sas i inledningen, inflytande p\u00e5 intressenter, m\u00e5lgrupper och samh\u00e4llet som helhet b\u00f6r \u00f6verv\u00e4gas. Detta \u00e4r speciellt viktigt f\u00f6r statliga, icke-statliga och ideella organisationer inriktade p\u00e5 att betj\u00e4na allm\u00e4nhetens intresse, men ocks\u00e5 inflytande p\u00e5 intressenter och samh\u00e4lle som formar den milj\u00f6 d\u00e4r f\u00f6retag arbetar (dvs bildar denna utv\u00e4rdering en del av den omv\u00e4rldsbevakning och kartl\u00e4ggning, de publikunders\u00f6kningar och marknadsunders\u00f6kningar som ligger till grund f\u00f6r att informera framtida planering).<\/p>\n<p>6. Orsakssamband \u00e4r i m\u00e5nga fall sv\u00e5rt att p\u00e5verka, s\u00e4rskilt n\u00e4r flera har bidragit till att p\u00e5verka (resultat), vilket ofta \u00e4r fallet. De tre viktigaste reglerna f\u00f6r orsakssamband som skall till\u00e4mpas \u00e4r: (a) den p\u00e5st\u00e5dda orsaken m\u00e5ste f\u00f6reg\u00e5 det p\u00e5st\u00e5dda resultatet \/ effekterna; (B) det m\u00e5ste finnas ett tydligt samband mellan den p\u00e5st\u00e5dda orsaken och dess inverkan (t ex m\u00e5ste det finnas bevis f\u00f6r att publiken n\u00e5s och anv\u00e4nt information som du har angett); och (c) andra m\u00f6jliga orsaker m\u00e5ste uteslutas s\u00e5 l\u00e5ngt som m\u00f6jligt.<\/p>\n<p>7. Vissa inkluderar planering i inputs. I dessa fall m\u00e5ste \u00e4ven research ing\u00e5 i input och b\u00f6r f\u00f6reg\u00e5 planeringen. Men de flesta programutv\u00e4rderingsmodeller identifierar dock research och planering som viktiga \u00e5tg\u00e4rder som skall vidtas som en del av kommunikationsprogrammet.<\/p>\n<p>8. Mottagning avser vilken information eller meddelanden som tas emot av m\u00e5lgrupper och \u00e4r annorlunda \u00e4n exponering. Till exempel kan en m\u00e5lgrupp f\u00e5 ett meddelande eller budskap via media men missa historien och d\u00e4rf\u00f6r inte ta emot informationen. P\u00e5 liknande s\u00e4tt kan de delta i ett evenemang som en m\u00e4ssa och f\u00e5 ett budskap men inte ta emot information eller meddelanden t ex pga. ouppm\u00e4rksamhet.<\/p>\n<p>9. L\u00e4rande (dvs. kunskapsinh\u00e4mtning) ing\u00e5r allt som oftast inte i utv\u00e4rderingsprocessen. Men i vissa offentliga informationskampanjer och projekt ing\u00e5r detta utv\u00e4rderingsmoment. Till exempel, f\u00f6r h\u00e4lsokampanjer om att fr\u00e4mja kalciumrik mat och kosttillskott f\u00f6r att minska bensk\u00f6rhet hos kvinnor fann man att man f\u00f6rst m\u00e5ste utbilda kvinnor om osteoporos (vad det \u00e4r, dess orsaker, etc.). P\u00e5 liknande s\u00e4tt, f\u00f6r att bek\u00e4mpa fetma kr\u00e4vs information kring kost- och n\u00e4ringsl\u00e4ra. Medan f\u00f6rst\u00e5else avser f\u00f6rst\u00e5else av det kommunicerade meddelandet h\u00e4nvisar l\u00e4rande till bidragandet av djupare eller bredare kunskap som \u00e4r n\u00f6dv\u00e4ndig f\u00f6r att uppn\u00e5 m\u00e5len.<\/p>\n<p>10. Etnografi \u00e4r en forskningsmetod baserad p\u00e5 intensiv f\u00f6rstahandsobservation under en l\u00e4ngre tidsperiod, ofta kompletterad med intervjuer och andra forskningsmetoder.<\/p>\n<p>11. N\u00e4tnografi \u00e4r en kvalitativ, tolkande unders\u00f6kningsmetod som h\u00e4mtar insikter fr\u00e5n sociala medier. En slags online-etnografi d\u00e4r online-anv\u00e4ndare \u00f6vervakas noga f\u00f6r att identifiera beteendem\u00f6nster, attityder, etc. via sina kommentarer, klickv\u00e4gar, och andra digitala m\u00e4tv\u00e4rden.<\/p>\n<p>12. Net Promoter Score (NPS) \u00e4r ett nyckeltal som anv\u00e4nds i kundunders\u00f6kningar och bygger p\u00e5 fr\u00e5gan: \u201dHur sannolikt \u00e4r det att du skulle rekommendera det h\u00e4r (varum\u00e4rket) till en v\u00e4n eller kollega?\u201d Fr\u00e5gan besvaras sedan p\u00e5 en elvagradig skala fr\u00e5n 0- 10. De som ger betyget 0-6 betecknas Detractors, de som anger betyget 7-8 kallas Passives och de som ger betyget 9 eller 10 \u00e4r s\u00e5 kallade Promoters. (Se https:\/\/www.netpromoter.com\/know)<\/p>\n<p>13. Ekonometri analyserar ekonomiska och statistiska samband som anv\u00e4nds f\u00f6r att g\u00f6ra ekonomiska prognoser f\u00f6r att testa hypoteser och identifiera samband mellan olika ekonomiska variabler (se http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html)<\/p>\n<\/div><\/section><\/div>\n\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>F\u00d6RKORTNINGAR<\/strong><\/p>\n<p>CPM Cost per Thousand (mille = Latin for thousand)<br \/>\nCRM Customer Relationship Management. Omfattar styrning, organisering och administration av kunder och kundrelationer i ett f\u00f6retag.<br \/>\nKPI Key Performance Indicator (Se http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx)<br \/>\nOTS Opportunities to See. Antal g\u00e5nger den genomsnittlige individen i m\u00e5lgruppen har m\u00f6jlighet att komma i kontakt med reklambudskapet under en kampanj i genomsnitt (totalt antal m\u00f6jliga kontakter med mediet\/individer). Kopplat till medier\u00e4ckvidd.<br \/>\nPEST\/PESTLE Ett utv\u00e4rderingsverktyg som m\u00e4ter och utv\u00e4rderar \u2018politiska, \u2018ekonomiska, \u2018sociala\u2019, \u2018teknologiska, \u2018legala\u2019 och \u2018milj\u00f6m\u00e4ssiga\u201d faktorer. Se: http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis)<br \/>\nROI Return on investment<br \/>\nSMART Modell f\u00f6r att unerl\u00e4tta m\u00e5lformulering. (Specific, Measurable, Achievable, Relevant and Time bound ) P\u00e5 svenska kan SMART uttydas som: Specifikt, M\u00e4tbart, Accepterat, Relevant och Tidsbundet.<br \/>\nSWOT SWOT \u00e4r en f\u00f6retagsekonomiskt planeringshj\u00e4lpmedel d\u00e4r man f\u00f6rs\u00f6ker finna styrkor, svagheter, m\u00f6jligheter och hot (&#8221;Strengths&#8221;, &#8221;Weaknesses&#8221;, &#8221;Opportunities&#8221; och &#8221;Threats&#8221;) vid en strategisk \u00f6versyn.<br \/>\nTARPs Target audience ratings points. (Se: http:\/\/www.multimediabuying.com.au\/faq)<br \/>\nUWEX 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-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>REFERENSER OCH VIDARE INFORMATION\u00a0<\/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 http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<br \/>\nTaylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<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":598,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-542","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>taxonomi - 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=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"taxonomi - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/sv\/hem\/underlag\/taxonomy\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"article:modified_time\" content=\"2016-09-13T12:08:28+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=\"18 minuter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/sv\/hem\/underlag\/taxonomy\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/sv\/hem\/underlag\/taxonomy\/\",\"name\":\"taxonomi - 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