Effect measurement and evaluation.

Abstract

AbstractEffect measurement is becoming increasingly important for the very reason that events are exploited more and more on the basis of strategic objectives. In this context, the PDCA cycle is a vital tool. Hall (1992) devised an effect matrix for public events that, besides the economic effects, measured touristic/commercial, physical, sociocultural, psychological and political effects. Possible reasons for an effect measurement are: determining whether the investment has been profitable (ROI) and accountability for the policy pursued. Moreover, interim effect measurements are useful when adjustments have to be made. Several objectives can be distinguished regarding effect measurement (hierarchy of objectives): strategic effect objectives, operational effect objectives and attainment objectives (the 'what' question). A proper objective is logical, clear, transparent and formulated in terms of SMART. Methods and techniques used in effect measurement are related to the 'how' question: it must be decided which indicators and measuring tools are relevant to the objective. The baseline of the measurement should be established in advance. Effect measurement can be both quantitative and qualitative. A combination of qualitative and quantitative methods, with the emphasis on qualitative methods, often works best. Examples of qualitative methods to measure effects are the in-depth interview, laddering (with the value map as its graphic result) and observation.