Examples of Evaluation Measures
Rural tobacco prevention and control programs have found that having a common set of evaluation
measures can help to keep the project team working towards the same goals. Baseline and interval
measures can be used to monitor the effectiveness of program activities and document changes in the target
population. It is important to link each measure to a particular question in the evaluation to ensure that the
data answers the question. The measures used to evaluate tobacco prevention and control programs vary depending
on the program model and the goal of the evaluation.
Process Measures focus on measuring how services are provided. Examples include the number
Educational sessions held
Calls to the quitline
Quit attempts by participants
Partnerships the program has formed with other stakeholder organizations
Meetings held with partners to assess progress and make changes
Staff trained in program practices
Patients enrolled in and/or served by the program
Referrals to other services
News stories covering tobacco control issues in the target area.
Outcome Measures focus on measuring the results or overall achievements
of the program. The Centers for Disease Control and Prevention (CDC) developed a list
of outcome variables for comprehensive tobacco control programs. Other examples include:
Change in availability of health and social services in the community (for example, locations for
tobacco cessation classes, providers regularly counseling patients on tobacco usage)
Change in health behaviors over time (for example, number of cigarettes smoked in the last week, or
number of quit attempts)
Change in awareness of health topics (for example, lung cancer, hypertension)
Change in policies and legislation related to health (for example, school policy change to
ban/limit smoking on the property)
Return on investment (ROI) in program examining social and healthcare cost savings
Resources to Learn More
Includes instructional videos and tip sheets on
analyzing, visualizing, and reporting data from tobacco program evaluations.
Organization(s): The Tobacco Control Evaluation Center at UC Davis
Evaluation Plan for the New York Tobacco Control Program
RTI conducted an evaluation of the New York State Department of Health's Tobacco Control Program.
This report explains the program evaluation, challenges encountered, and methods.
Author(s): Austin, W.D., Crankshaw, E., Donoghue, S., Farrelly, M.C., Holden, D., Loomis,
B., & St. Claire, A.
Organization(s): RTI International
The Tobacco Control Evaluation Center compiled a variety of resources to help communities decide what
kind of data to collect, develop instruments, and collect data. There are many examples of tobacco
program data collection tools, as well as guides and resources to inform program implementers.
Organization(s): Tobacco Control Evaluation Center
Inventory on Tobacco (QIT)
A tool that categorizes more than 1,000 tobacco-related questions that can be used in questionnaires
for programs to help collect data on program participants' health, behavior, and attitude changes
Organization(s): Centers for Disease Control and Prevention