Evaluating Media Service Program Chapter 13 Presented by: Dal Marie Hawkins

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Evaluating Media Service ProgramChapter
13Presented byDal Marie Hawkins
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Objectives

• 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

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Why 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

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Sole 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.

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Evaluation

• Evaluation is a continuous process
• The quality and the effectiveness of the programs
  should be evaluated.

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The Evaluation Process
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Purposes 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

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What 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?

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Quality 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.

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Quality 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?

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Three 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

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Information 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.

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Some 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

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Using 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.

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In 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.