Scribd
Upload
23 views3 pages

Chap 14

Uploaded by

phamducduy200802
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
23 views3 pages

Chap 14

Uploaded by

phamducduy200802
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Levels of Program Evaluation

Evaluation means different things to different


practitioners. It varies from a complimenting email
from the boss or client to huge awards or
recognitions from large associations, OR they can
be scientific measures of increased awareness, or
changed opinions, attitudes, and behaviors, all
these represent different levels of program
evaluation. In particular, all best-practice
approaches recommend conducting evaluation in three
stages: (1) preparation/inputs, (2)
implementation/outputs, and (3)
impact/outcomes/effects. This approach breaks
evaluation into manageable stages and a
strategically important sequence.

Each phase in program evaluation contributes to


increased understanding and adds information for
assessing effectiveness. Preparation evaluation
assesses the quality and adequacy of the
information used to develop the program strategy
and tactics. Implementation evaluation monitors the
effort and progress as the program unfolds. Impact
evaluation documents the consequences of the
program and provides feedback on the extent to
which objectives and goals were achieved. No
evaluation is complete without addressing criteria
at all levels.

Preparation Criteria and Methods


Information Base
During a program, practitioners periodically find
that vital information was missing from the
original situation analysis. This part of the
evaluation evaluates the effectiveness of the
information gathering and intelligence steps in the
preparation phase of the process, which is crucial
intelligence for planning the next program.

Program Content
Evaluating the appropriateness of messages and
program content with the advantage of hindsight
gives guidance for future program efforts. This
phase of the evaluation calls for a review of how
well the program content matches the demands of the
situation. Content analysis of materials produced,
speeches and other presentations, as well as the
“messages” communicated by activities and special
events also provides information for determining
the extent to which program content addresses the
objectives spelled out for target publics and the
overall program goal. Practitioners also use the
results of content analyses of media coverage
during the preparation stage.

Presentation Quality
This step in program evaluation considers the
quality of professional performance in light of
conventional wisdom and consensus among
practitioners as to what is good and bad technique.
Presentation quality is not judged by subjective
criteria alone, however. Readability tests are
sometimes used to objectively assess message
preparation. Scores for readability and
listenability are only rough indicators of how
comprehensible messages are to target publics. They
are useful guides for making copy more readable and
for increasing comprehension. Clearly, evaluation
of the preparation phase of the program includes a
mix of subjective and objective assessments of (1)
the adequacy of the background research, (2) the
organization and content of program materials, and
(3) the packaging and presentation quality of
program materials. The next phase of evaluation
assesses the implementation of program
activities..........

You might also like