What is summative research primarily concerned with?

Summative research is primarily focused on evaluating the effectiveness of a communication campaign after it has been implemented. This type of research assesses whether the campaign achieved its intended goals and objectives, often by measuring outcomes such as changes in knowledge, attitudes, or behaviors among the target audience. It allows practitioners to analyze the overall impact of the campaign and determine what worked well and what could be improved for future initiatives.

By contrast, the other options address different stages of the campaign process. Developing the campaign strategy involves formative research to shape how the campaign will be executed. Gathering public opinion before launching pertains to pre-testing and understanding audience perceptions prior to implementation. Identifying potential risks is about assessing challenges that might arise during the campaign's execution or evaluation phases. Summative research specifically ties back to the end results and effectiveness of the campaign itself.