Number/percentage of intended users who report that information/knowledge from a KM output changed/reinforced their views, opinions, or beliefs

Indicator Number: 
38
Category: 
Logic Model Component: 
Data Type(s): 
Count, proportion, qualitative
Short Definition: 

Measures the extent to which intended users report that their views, opinions, or beliefs were changed or strengthened by information in the KM output

Definition and Explanation (Long): 

This indicator gauges the extent to which audiences’ views, attitudes, opinions, or beliefs changed or were strengthened as a result of information and knowledge presented in the KM output. Views and opinions are a favorable or unfavorable state of mind or feeling toward something. Beliefs are contentions that people accept as true or real.

Data Requirements: 

Quantitative data from survey self-reporting; qualitative data from anecdotal user reports

Data Sources: 

User surveys distributed with the KM output or after its dissemination; in-depth interviews (telephone or in-person)

Frequency of Data Collection: 
Annually
Purpose: 
Questions about whether audiences changed their views or opinions due to a KM output can help reveal whether the content was internalized. The persuasion stage in behavior change occurs based on assessment of attributes such as relative advantage, compatibility, complexity, observability, and trialability (Rogers, 2003; Sullivan, 2010).
Issues and Challenges: 
People often, although not always, act in ways that are compatible with their views. Consequently, those who feel favorably toward a new concept or innovation are more likely to act on it and adopt new behaviors in the future. Like questions about knowledge gained, questions about views need to determine both what views or opinions changed or were reinforced and in what direction.
Sample Topics and Questions for Data Collection Instruments: 

Please rate the following statements about whether your views and ideas have been affected by the [Web product].
(1-Strongly disagree, 2- Disagree, 3-Not sure, 4-Agree, 5-Strongly agree)
o It provided me with information that changed my views, opinions, or beliefs.
o It provided me with a new idea or way of thinking.

Please give a specific example of how the [Web product] changed your views or gave you new ideas (e.g., favorable or unfavorable). (Open-ended.)

Pages in the Guide: 
57
Published Year: 
  • 2013
Last Updated Date: 
Wednesday, September 6, 2017