ABSTRACT
Why Evaluate?30 Many producers consider evaluations one of those tedious administrative chores that they must deal with, like it or not. Most times, they don’t like it; and that’s understandable, for two reasons. First, evaluations mean more work-paperwork, fieldwork, phone work, and mental work-on top of what is probably an already overloaded schedule. Second, evaluations typically are not considered part of the production process. They do not involve writing, producing, or directing-the things a producer tends to see as his or her purpose in corporate life. If the producer wants to eliminate the feelings of annoyance that may accompany an evaluation assignment, he or she simply needs to ask a simple question, why evaluate?
