Step 1: Identifying the object of evaluation
The first step of the evaluation process is to identify the object of evaluation. For this purpose, a short written description of the object to be evaluated must be drafted. This description must be formulated in a way that is also comprehensible to outsiders. Relevant items to be included in this description are, for example, the name of the object of evaluation, the managers responsible for it, the employees taking part in it, the goals, scientific references, the contents or topics, the elements, methods, scope, available resources, key figures, past developments, etc.
When identifying the object of evaluation, clarification of its intended goals is particularly important, since attainment of these goals should be examined in the evaluation. The three-tiered system of goals allows goals to be clarified by placing them into macro, meso and micro categories. The overarching goal (macro-goal) reflects the basic orientation and longer-term focus. This macro-goal is then chunked down into a series of intermediate aims (meso-aims) that are further chunked down into a series of well-defined short-term objectives (micro-objectives). Each micro-objective is pursued with a clear understanding of the desired results to be achieved from each set of action steps (i.e. the intervention). Each micro-objective is concrete, verifiable, time-bound and realistic. In addition to clarifying intended goals, aims and objectives, it is also important to anticipate potential unintended and undesired consequences.
For complex objects of evaluation, textual-visual representations in the form of a ‘logic model’ can be helpful, showing the main elements of the object of evaluation and how they relate to one another. Generally speaking, it is important at this stage to record at least the current situation (status quo), the interventions and the intended goals/results. The ‘programme tree’ is a particularly clear logic model that enables differentiation between the conditions (e.g. context, resources), the plan (the concept and corresponding goals), implementation (the specific activities) and the expected and unexpected results of the given object of evaluation.
The objects of evaluation are usually specific projects, but can also be packages of measures, programmes and even entire organisations.
* Source: Univation - Institut für Evaluation 2016; adaptierte Fassung