ABSTRACT
This chapter addresses the indirect measures based on institutional data, surveys, interviews, and advisory boards. The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) offers examples of how institutional data analysis can serve as a valuable assessment tool. The purpose of assessment is not to gather data and return "results", but to illuminate ways to strengthen curriculum, instruction, and student learning. Student and alumni surveys can be important indirect assessment measures. ACEJMC said the regular compilation, comparison, and analysis of student and alumni responses can help a unit assess the effectiveness of its curriculum and instruction and the quality and applicability of student learning. The advisory board's function is to advise the faculty on curriculum, professional needs, and industry trends. Using advisory boards for assessment connects students with working professionals, measures students against professional expectations, and builds relationships between the unit and external constituencies.
