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心理学论文:评估设计应具有检测小影响的能力

小规模的干预措施要求对成本的合理性产生更大的影响。然而,即使个人产生的影响很小,也可以为大众媒体宣传提供理由。
在这种情况下,评估设计应具有检测小影响的能力。目标和研究人群的调整面临进一步的问题。大众媒体运动将成功地吸引更多的受众,但将涉及仅在整个目标群体中产生变化的期望。评估人员应该专注于分析经历风险而不是整个受众的人数变化。如果存在个体效应模型,则比较个体是明智的。

心理学论文:评估设计应具有检测小影响的能力

在机构或社会有效模式的参与下,个人的比较最终会低估其影响。由于评估沟通活动所面临的具体问题,个别差异或随机对照试验的标准设计可能不合适。总体有用性主要依赖于有效模型以及推断具体设置的可能挑战。在为公民提供信息的宣传活动中,评估特别关注改变公众的意见。当战略重点是改变政策时,评估应侧重于政策制定者和政府当局的目标。

心理学论文:评估设计应具有检测小影响的能力

Interventions at small scale hold the requirement of bigger effects for the justification of cost. However, there can be justification mass media campaigns even if there is production of small impact across individuals.
In such a scenario, the designs of evaluation should have the ability of detecting small impacts. Further issue is faced in the alignment of target and study population groups. A campaign of mass media will be successful in reaching larger audiences, but will involve the expectation of producing change only across the target group. Evaluators should be focused on analyzing the number of individuals change among the ones experiencing risk instead of the entire audience . If there is an individual model of effect, comparing the individuals is sensible.

心理学论文:评估设计应具有检测小影响的能力

With the involvement of institutional or social effective model, the comparison of individuals will end up underestimating the impacts. Because of specific issues faced in the evaluation of communication campaign, standard designs of individual difference or random controlled trials may not be appropriate.
The overall usefulness has key dependence on the effective model and the possible challenge for inferring the concrete setting. In a communication campaign for informing citizenry, the evaluation has specific focus on changing the opinion of public. When the strategic focus is to change the policy, the evaluation should focus on targeting the policy makers and government authorities.