Needs and accommodation in evaluation design

• A clear understanding of the purpose of evaluation is essential in every evaluation situation to ably decide on approach and methodology. In this paper we present a case study focusing on evaluation of a mobile service for marketing purpose called M-Club. The project involved companies from different lines of business and with different nationalities. This diversity shed light on the complex process of defining a common evaluation focus. To understand the perspectives of the different stakeholders, interviews were conducted. The interviews explored the stakeholders' purposes, evaluation needs and expectations. In the analysis of the interviews Soft Systems Methodology (SSM) was used. One underpinning idea in SSM is the identification and awareness of different perspectives. The result of the analysis made it clear that different purposes, needs, expectations and objectives were represented among the stakeholders in the project and these could explicitly be illustrated using SSM techniques. However, differing perspectives, motives and needs led to another problem, namely, how to reach accommodation on the evaluation focus. We found that this problem is not described nor elaborated further in the evaluation literature. In SSM literature the problem is addressed by discourse but not explored in depth. This paper illustrates how a focus on needs contributed to the process of reaching accommodation and a common evaluation purpose among stakeholders. The findings showed that a need finding approach contributed to the process of designing the evaluation. By getting a common understanding of different purposes, needs, expectations and objectives relevant to the situation, the accommodation discussion became more focused. A focus on needs broadened the scope of the evaluation since needs are what lies behind problems and solutions.

Ämnesord

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Systemvetenskap, informationssystem och informatik med samhällsvetenskaplig inriktning (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Information Systems, Social aspects (hsv//eng)

Nyckelord

Informatik

Informatics

Publikations- och innehållstyp

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