MONITORING AND EVALUATION OF DEVELOPMENT COMMUNICATION INITIATIVES FOR IMPACT ASSESSMENT USING THE ACADA MODEL: OPINION OF UNIVERSITY OF AFRICA MASS COMMUNICATION LECTURERS

Abstract

The monitoring and evaluation of development communication initiatives is crucial for impact assessment. It allows for assessing the effectiveness and efficiency of these initiatives and their impact on the intended audience. ACADA model is a useful framework for monitoring and evaluating development communication initiatives. The study's objective was to investigate University of Africa lecturers’ opinions on using the ACADA model in monitoring and evaluation for impact assessment in development communication initiatives. The study adopts the qualitative research design with focus group discussion as a data-gathering instrument. The study gathered opinions from mass communication lecturers at the University of Africa on the usage and effectiveness of the ACADA model for impact assessment. The results suggest that most lecturers found the ACADA model to be a comprehensive and practical tool for measuring the impact of development communication initiatives. They also highlighted the importance of integrating the ACADA model into the evaluation process for a more accurate and efficient assessment of impact. The study concludes that the ACADA model is a valuable tool for monitoring and evaluating development communication initiatives, and recommends its widespread adoption for impact assessment in Nigeria.