Step 6: Collecting data

Carefully planned data collection occurs in the sixth step of the evaluation process. Evaluations do not take place under laboratory conditions, but are applied social science endeavours affected by a dynamic learning and working environment, which in turn is influenced by the evaluation itself. In such a setting, data collection should be integrated as smoothly as possible into the ‘everyday activities’ of the object of evaluation.

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It is a particular challenge to simultaneously respond professionally to the impulses of the field, to the informational interests of stakeholders and to unforeseen circumstances while at the same time proceeding systematically in a scientific mode. When conducting data collection, social science requirements of validity, reliability and objectivity often compete with budget considerations, adherence to deadlines or the willingness of stakeholders to participate. Regardless of whether implementation proceeds largely as planned or not, the individual decisions, adjustments and the process itself must be precisely documented. This documentation is included in the final report and makes the data collection process clear and comprehensible.

Once all of the preliminary planning steps have been completed, the evaluation can now begin with data collection. This illustration shows an example of data collection in which the apple is tasted, preferably by a representative group of consumers who answer the evaluator's questions.