Scriven’s Consumer-Oriented Approach to Evaluation
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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.
KeywordsCorrect Response Incorrect Response Payoff Evaluation Evaluation Work Stated Goal
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