Evaluation

At each step of planning and producing and in the use of instructional materials, some kind of evaluation should take place. This evaluation may range from asking a few simple questions of the intended audience, such as those given on Page 5, to highly controlled evaluative studies. Regardless of the simplicity or complexity of the evaluative procedures, the following should be evaluated.

Evaluative studies

- The idea to be communicated by the message -

Is it important, useful, valid?
What new behavior is desired on the part of the audience?

- The receiver of the message -

Will he be able to understand the message idea?
Will he consider the message relevant?
Will he be able to do what the message asks?
If not, what message does the audience need?

- The message material itself -

Is the message accurately prepared ?
Is there anything about the message that might offend?
How will the message be disseminated to reach the intended audience?

- The presentation of the message -

Was it timely?
Was it clear?
Did it permit audience feedback?

Throughout this manual frequent reference will be made to the importance of evaluation and to simple evaluative questions that can be asked or simple methods that can be used. Additional information about questionnaires, sampling techniques, and interviewing procedures are given in Appendix 2.