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Extension Evaluation Matters: 2nd Edition

Welcome to Extension Evaluation Matters (or E2M), 2nd Edition. The name, E2M, has a double meaning. This publication is a resource for all Extension professionals about the matters of Extension evaluation, such as planning and implementing an evaluation project. It is also to emphasize that evaluation matters in our work because it is about getting information to people for decision-making. Resources have been specifically chosen that can be put to work in your program right away. The publication has four chapters. The first chapter is about standards and competencies in the practice of evaluation. The foundation of all evaluation practice is built upon ethical standards, integrity and honesty, and respect for people. The second chapter concerns evaluation planning: how to make sure you are clear about your purpose and the information you need. The third chapter is about evaluation implementation, when we get to collect and analyze data and answer our evaluation questions. The fourth chapter explores how to use evaluation data. This work is supported by New Technologies for Agriculture Extension grant no. 2015-41595-24254 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture.

Attribution		2
Table of Contents		3
Meet the Authors		5
Dr. John Diaz, 2020 NAEPSDP Extension Fellow		5
Dr. Teresa McCoy, 2019 NAEPSDP Extension Fellow		6
Editorial Review Board		7
Introduction		9
Chapter 1: Standards and Competencies		10
Evaluation Guiding Principles		11
Evaluation Cultural Competence		12
Evaluator Competencies		13
Human Subjects Research		14
Chapter 2: Evaluation Planning		15
Standards and Competencies:		15
Evaluation Frameworks		16
CDC Evaluation Framework for Public Health Programs		16
Rainbow Framework		19
Program Theory and Logic Models		23
Program Theory		23
Logic Models		24
Logic Model Training		24
Love Your Logic Model		25
Programs, Life Cycles, and Evaluation		26
Program Life Cycles		26
Program Evaluation		27
Evaluation Purpose and Scope		29
Guidelines for Establishing Purpose and Scope		29
Tools for Establishing Purpose and Scope		30
Asset Mapping, Needs Assessment and Stakeholder Analysis		31
Asset Mapping		32
Understanding Community Assets		32
Why Use an Asset Map?		32
The Asset Mapping Process		33
Needs Assessment		34
A Three-Phase Plan for Assessing Needs		34
Needs Assessment Tools and Techniques		35
Chapter 3: Evaluation Implementation		38
Standards and Competencies:		38
Evaluation Implementation		39
Primary and Secondary Data - Overview		39
Primary Data		39
Secondary Data		40
Suggested Program Area Resources		41
Agriculture		41
Family and Consumer Sciences (including health)		41
4-H Youth Development		41
Environment & Natural Resources		41
Evaluation Techniques		42
Introduction		42
Surveys: An Introduction		43
Design Methods		44
Survey Uses in Extension		44
Typical Survey Assessment Types		45
Direct Observation		49
Focus Groups		51
Quantitative Methods		54
Qualitative Methods		56
Chapter 4 – Using Evaluation Data		66
Stage 1: Feedback and Utilization		66
Utilization		66
Feedback		67
Stage 2: Reflection, Synthesis, and Revision		68
References and Resources		69

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