Control construct design in evaluating campaigns

Abstract

This study describes the control construct evaluation procedure and its use in measuring two county-wide information campaigns in a large metropolitan area. The procedure overcomes objections posed by cost and using control groups in field research. It combines a single-group time-series design with a novel way to infer causality. The results confirm the procedure (a) is easy to design, (b) can be conducted inexpensively with few resources, and (c) is understood and accepted by management. Selection of suitable control constructs is discussed. Rick Fischer is public relations sequence head in the journalism department at the University of Memphis.