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Scriven’s Consumer-Oriented Approach to Evaluation

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Part of the Evaluation in Education and Human Services book series (EEHS, volume 8)

Abstract

The proper role of the evaluator, according to Michael Scriven, is that of “enlightened surrogate consumer.” Armed with skills in obtaining pertinent and accurate information and with a deeply reasoned view of ethics and the common good, the evaluator should help professionals to produce products and services that are of high quality and of great use to consumers. More importantly, the evaluator should help the consumers to identify and assess alternative goods and services. Scriven has been sharply critical of evaluation ideologies that focus on achieving the developer’s objectives as opposed to meeting the needs of consumers; he has proposed a number of concepts and methods that are designed to move evaluation from its objectives orientation to one based on needs.

Keywords

Correct Response Incorrect Response Payoff Evaluation Evaluation Work Stated Goal 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

  1. Cronbach, L.J. “Course improvement through evaluation.” Teacher’s College Record. 64, 672–683.Google Scholar
  2. Joint Committee on Standards for Educational Evaluation. 1981. Standards for evaluations of educational programs, projects, and materials. New York: McGraw-Hill.Google Scholar
  3. Scriven, Michael. 1967. The methodology of evaluation. In Perspectives on Cur riculum Evaluation, (AERA Monograph Series on Curriculum Evaluation, No. 1 ). Chicago: Rand McNally.Google Scholar
  4. Scriven, Michael. 1974. Pros and cons about goal–free evaluation. Evaluation Comment, 3, 1–4.Google Scholar
  5. Scriven, Michael. 1975. Evaluation bias and its control. Occasional Paper Series, No. 4, Western Michigan University, Evaluation Center.Google Scholar
  6. Scriven, Michael. 1983. Evaluation ideologies. In Madaus, Scriven, and Stufflebeam, Evaluation models. Boston: Kluwer-Nijhoff.Google Scholar

Copyright information

© Kluwer-Nijhoff Publishing 1985

Authors and Affiliations

  1. 1.Western Michigan UniversityKalamazooUSA

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