EVALUATION TECHNIQUES
Introduction
When collecting primary data for the purposes of program evaluation, there are multiple techniques to consider. These include:
Surveys
Direct Observation
Focus groups and interviews
Selecting the right technique depends on the evaluation purpose and type of data of interest (quantitative vs. quantitative). Figure 9 below provides additional information.
Methods
Useful for Providing
Advantages
Limitations
Key Informant Interviews
-general descriptive data
-provides in-depth, inside information -flexibility permits exploring unanticipated topics
-does not generate quantitative data
-understanding of attitudes and behaviors
-susceptible to interviewer and selection bias
-suggestions and recommendations
-easy to administer
-information to interpret quantitative data
-relatively inexpensive
-takes 4-6 weeks
Focus Group Interviews
-customer views on services, products, benefits -information on implementation problems -suggestions and recommendations for improving activities -data on physical infrastructure, supplies, conditions - information about an agency’s delivery systems, services
-can be completed rapidly (5 weeks)
-does not provide quantitative data
-very economical
-discussion may be dominated by a few individuals
-group discussion may reduce inhibitions, allowing free exchange of ideas
-susceptible to moderator bias
Direct Observation
-phenomenon can be examined in its natural setting
-susceptible to observer bias
-act of observing can affect behaviors -distortions can occur if sites selected are not representative
-may reveal conditions or problems informants are unaware of
-insights into behaviors or events
-can be completed in 3-4 weeks
Surveys
-quantitative data on narrowly focused questions -when probability sampling is difficult -data on attitudes, beliefs, behaviors of customers or partners
-can generate quantitative data
-susceptible to sampling bias
-reduces non-random sampling errors
-requires statistical analysis skills -inappropriate for gathering in-depth, qualitative information
-requires limited personnel
Figure 9: Methods and uses.
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