For a process that is so important and rational, evaluation brings both promise and threat. The promise lies in determining what worked and what didn't, which allows us to continuously improve. The threat of evaluation flows from the fear that performance data will be misused for blaming and not for fixing and improving.Whether it is recognized or not, evaluation is vital to success and continuous improvement (Deming, 1986, personal communication, May 10, 1990Kaufman and Zahn, 1993). It provides the feedback that allows us to measure discrepancies and institute improvements. Evaluation is essential, so we had better use it wisely Uhfortunately, it is seldom either used wisely or used to answer the most vital questions that face every organization. It is an underutilized endeavor that is often inappropriately applied and that sometimes has harmful results (Keller and Moller, 1983). We suggest that there are at least three reasons for this: (1) the most-used definitions and models of evaluation often are too restricted, (2) we do not ask the right questions for evaluation to answer, and (3) the relationship between ends and means is not made clear in the evaluation, planning, and implementation processes.A more effective approach to evaluation will encompass an expanded concept of evaluation that includes result-related questions that contribute to continuous improvement by comparing intentions with results.
Definitions of EvaluationDefinitions of evaluation range widely (Isaac and Michael, 1971;Popham, 1974; Kaufman, 1992b, 19951, varying from "supplying information to deci-Note: We appreciate reviews and suggestions for revision provided by Atusi Harumi, University of Houston-Clear Lake, Texas, and David Wilkinson, L a Trobe University, Victoria, Australia.FORUM is a nonrefereed section inviting readers' reactions and opinions.
