Title: Evaluating Media Service Program Chapter 13 Presented by: Dal Marie Hawkins
1Evaluating Media Service ProgramChapter
13Presented byDal Marie Hawkins
2Objectives
- Purposes for evaluating media service programs
- Five questions that an effective evaluation
program should answer - Who should be involved in a media center
evaluation
- How three types of data can be collected for an
evaluation program - Four types of evaluation
- How evaluation results can be used by media
mangers
3Why should Media Service Programs be evaluated?
- Administrators want to know how well the
departments are performing - Wise managers will not wait for an evaluation to
be thrust upon them
- Good media managers will make evaluation an
integral part of the overall of valuation - Accountability is the sole purpose of evaluation
4Sole purpose of evaluation
- The practice of evaluation involves the
systematic collection of information about the
activities, characteristics, and the outcomes of
programs, personnel, and products for use by
specific people to reduce uncertainties, improve
effectiveness, and make decisions with regard to
what those programs, personnel, products for use
by specific people to reduce uncertainties,
improve effectiveness, and make decisions with
regard to what those programs, personnel, or
products are doing and effecting.
5Evaluation
- Evaluation is a continuous process
- The quality and the effectiveness of the programs
should be evaluated.
6The Evaluation Process
7Purposes for evaluation media services program is
to
- Gather information
- Identify small problems
- Improve staff performance
- Provide an opportunity for staff members to
participate in program development - Justify the media budget
8What should be evaluated?
- Are user needs identified?
- Are services provided to meet those needs?
- How well are those services being provided?
- What should be changed to improve services?
- Is quality leadership evident?
9Quality and Effectiveness
- Quality pertains to how well the services are
provided, that is, logistical procedures work,
services are provided on time, equipment is in
good repair, and production standards are high. - Effectiveness relates to whether or not the
services produce the intended or expected results
for recipients-learners, trainees, or viewers.
10Quality and Effectiveness
- Are media services provided to the clients with a
minimum of inconveniences and operational service
barriers? - Are services available to the clients as needed?
- Do the resources used by clients actually enhance
learning, provide experiences, or sell products? - Are standards established and used in selecting
quality instructional materials and for producing
materials with the media center?
- Is the media center staff size adequate for
meeting requests? - Are materials within the centers collection easy
to locate and retrieve? - Are the materials and equipment collections large
enough to meet client needs?
11Three groups of people can be used effectively to
evaluate a media service program
- The Media Center Staff
- The Clients or Users of the Services
- Outside Consultants
12Information Gathering Techniques
- Quantitative data provides information about the
utilization of the program services, a numerical
accounting of what is used by whom and how often. - Subjective data provides information about
opinions, attitudes, and perceptions that
individuals hold toward the media center. - Normative data are a set of accepted norms that
can be used for comparing ones media center
services and facilities. - Empirical data is verifiable information based on
experiment or observation.
13Some of the support materials and activities that
should be gathered and reviewed includes
- All previous evaluations and team reports on the
center and organization - Copies of all recent annual reports, data
collection activities, and financial summaries - Audit reports
- Students and teacher evaluations assessments, and
informal correspondence - Etc
14Using Evaluation Results
- The data collected must be carefully collated,
summarized, and reported. - An evaluation provides the media manager with
both the information and opportunity for making
changes. - Evaluation provides an opportunity for effective
staff improvement and growth. - Evaluation can provide support for new program
proposals.
15In Conclusion
- The media manager should not expect to fix all
problems overnight however, some problems take
longer and some may not be fixable owing to
budget or facility constraints.