Social marketing is based on an iterative design model, so monitoring data are used to both ensure the program is being implemented as planned and to examine whether your strategy and tactics are suitable or need tweaking. You will also consider if environmental factors (such as policies, economic conditions, new programs, structural change, or improvement) have changed in ways that affect your program. You will have to design a research plan to evaluate the effects or outcomes of the social marketing program. This should involve examining whether
(i) desired effects were achieved,
(ii) observed effects can be attributed to your program, and
(iii) the underlying logic of the intervention and its relationship to desired effects are sound.