When solving problems, we are faced with the following questions:

In this situation, evaluation research can:

Thus allowing answers such as:

1.  Do we have a problem?

Help gain an understanding of the existing situation and/or reinforce manager’s intuitive feeling.

Yes, 50% of our customers are unhappy.

2.  What exactly is the problem?

Identify what caused the problem.  i.e. what happened and why?

The problem was caused by . . .

3.  What can we do about it?

Obtain information to determine the best alternative action to take or use performance criteria to evaluate options.

If we . . . customer satisfaction should increase by . . .

4.  Did we solve the problem?

Inform management as to whether the problem is solved.

Yes, over 90% of our customers are now happy.

When identifying opportunities, we are faced with the following questions:

In this situation, evaluation research can:

Thus allowing answers such as:

1. Does an opportunity exist?

Help gain an understanding of the existing environment and/or reinforce manager’s intuitive feeling.

Yes, our target population is increasing by . . .

2. What alternative opportunities do we have?

Explore, clarify and refine the opportunity(s).
If more than one opportunity, help decide which is the best opportunity to take.

Our options are . . .

3. What action shall we implement?

Evaluate effects of implementation.  i.e. who will be affected?  How can we minimize disruption?
Undertake cost / benefit analysis.

The best place to build the factory is . . .      

This action will affect . . .        

We can minimize disruption by . . .

4. How did we do?

Inform management as to whether action was implemented effectively.  i.e.  Were objectives met?
Measure product or service quality.

The marketing campaign increased the popularity of our product.