Marketing Program Evaluation

Applied anthropologists are engaging in evaluation research in increasing numbers these days. As we join the ranks of those who have been conducting program evaluation for years, we find ourselves confronted with a typical evaluator's problem: how can we guarantee that our evaluation results will ever actually be considered in program planning? Some program managers, of course, are only interested in an evaluation when it is required by a funding source. Expecting programs of this sort to seriously consider the results of a carefully planned and executed evaluation is probably naive

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