ABSTRACT
The root purpose of evaluating is to see what, if anything, can be done better than what is being done or was done. It is inherently practical. This chapter contends that, despite the very practical intent of evaluation efforts in social marketing, the evaluations designed and conducted are often not useful. At times, they stand in the way of evaluation efforts that would be useful. At times, summative evaluations—with the randomized controlled experiment as the gold standard—impede the development and management of social marketing programs. As a result, program results suffer from inappropriate evaluation-related actions or through the opportunity cost of missed program improvements. Social marketers should apply the kind of practical marketing research perspective and procedures that commercial marketers apply to their programs.
