ABSTRACT
This chapter looks at various aspects of evaluative research: what, when, and — most important—how to evaluate. Program evaluation is the systematic measurement of the outcomes of a project, program, or campaign based on the extent to which stated objectives are achieved. As part of the strategic planning process, establishing appropriate and practical evaluation methods wraps up all the previous plans, ideas, and recommendations. The key to creating any program evaluation is to establish appropriate criteria for judging what is effective. The research plan considers several issues: the criteria that should be used to gauge success, timing of the evaluation, and specific ways to measure each of the levels of objectives. Evaluation criteria should be useful to the organization by being clearly linked with the established objectives; realistic, feasible, and appropriate as to cost, time, and other resources; ethical and socially responsible.
