Evaluation and Assessment in
Telecommunications Environments
 
Angela Gomez
Brian Moore
Fernando Mortera-Gutierrez
Linda Torres
 

Introduction

Evaluation and assessment are two very important aspects in the process of teaching and learning, especially within distance education. Dressel (1986) defines evaluation as "the collection and interpretation, through systematic and formal means, of relevant information which serves the basis for rational judgment in [learners'] decision situations" (p. 9). Assessment, on the other hand, is defined on what students and teachers consider important and meaningful and how they utilize their newly acquired knowledge and skills. Evaluation allows one to observe a learner's progress, as well as the success of educational programs in which they participate. Hanson et al. (1996) further indicate that "the purpose of student assessment, either through observable performance, product development, or traditional paper and pencil tests, is to provide data to the instructor indicating to what degree the performance objectives have been mastered" (p. 39). Evaluation is, therefore, very integral in the delivery of distance education.

Evaluation is an important social and cultural function. Lincoln and Guba (1989) have defined four phases of evaluation in America that demonstrate this importance. The first phase is defined as measurement goal-driven. "School tests had been utilized for hundreds of years, to determine whether students had 'mastered' the content of the various courses or subjects to which they were exposed" (p. 22). Dressel (1986) further notes that "the measurement model, with its emphasis on reliability, validity, and objectivity, emphasizes the uses of tests, norms, and standards and omits factors which are not operationally definable and objectively measurable" (p. 3).

The second phase, however, is defined as description goal-driven. Lincoln and Guba (1989) mention that "after World War I, it became evident that school curricula need[ed] to undergo dramatic revision, [to choose] an evaluation approach that… serve the purposes for evaluation now contemplated" (p. 27). This is perhaps the reason why the evaluators of the time tried "to determine effectiveness in the attainment of program objectives with careful advance planning, student performance, or other appropriate results provide feedback for diagnosing deficiencies and improving programs" (Dressel, 1986,p.3).

The third phase occurred in 1957, and was defined as judgment goal-driven. Lincoln & Guba (1989) state that "the call to include judgment in the act of evaluation marked the emergence of [a] third generation evaluation... in which evaluation was characterized by [the] efforts to reach judgments, and in which the evaluator assumed the role of judge, while retaining the earlier technical and descriptive functions "(p. 30). Dressel (1986) points out that this third phase produced quick evaluations that made "broad judgments rendered with minimal data collections" (p. 4).

The fourth phase -- which appears in the early 1980s -- is defined as an alternative approach, based on authentic assessments and context-based evaluations. This phase develops a constructivist approach to evaluation and assessment. Lincoln and Guba (1989) confirm this by stating that the phase was based on "a responsive constructivist evaluation" (p. 38). They also add, "Fourth Generation evaluation is a form of evaluation in which the claims concerns, and issues of stakeholders serve as organizational foci (the basis for determining what information is needed), that is implemented within the methodological precepts of the constructivist inquiry paradigm" (Lincoln & Guba, 1989, p. 52). This form of evaluation has therefore become a critical feature of distance learning.

Evaluation and assessment are related to distance education because:

The use of technology cannot necessarily be evaluated by the standard measures applied to classroom education, such as seat time, amount of face-to-face contact with the instructor, and the immediate availability of massive library collections and extensive laboratory facilities. In fact, since measurement of these inputs has produced little empirical evidence of the effectiveness of conventional classroom learning, using them as the base line to evaluate distance learning is problematic as best (Hanson et al., 1996, p.35). Hanson (1996) continues by stating that in distance education "evaluation should be done both internally and externally [in programs and courses]. Evaluation feedback provides the mechanism by which distance education enterprises can demonstrate their effectiveness and assure the quality of the learning experiences they provide" (p. 35). Evaluation within distance education, therefore, has a different role in comparison with the traditional face-to-face education, because of the special nature of its learning process. The learning context is easier to understand, if the philosophies behind the evaluation process are detailed.

Philosophical Perspectives Behind Evaluation: Positivism and Constructivism

There are two major philosophical perspectives that support the theoretical and instrumental roots of evaluation -- Positivism and Constructivism. They have very strong implications for the development and interpretation of evaluation procedures. Each perspective has its own conceptual definition, characteristics, and tools.

  Positivism: The Objective Approach

Positivism is defined as the objective approach to evaluation within education. It also is identified as the scientific method that is based on reliable and objective data -- which is the product of measurable experiments, tests, and statistical procedures. Its conceptual assumptions are as follows:

The Objective approach employs criterion-reference (learning objectives) to process the product of learning, and measure its acquisition. This means that it is goal-oriented. The Positivist philosophy during the evaluation process, however, emphasizes the role of reliability, validity, and objectivity as a criterion-reference. It uses tests, norms, and standards as instruments to evaluate learning outcomes (Dressel, 1986). Objectivist evaluation methods are appropriate for non-subjective assessment. Objectivist assessment methods are therefore excellent for numerical and statistical interpretations of learning performance.

 Constructivism: The Subjective Approach

Constructivism is defined as the subjective approach to evaluation. It is also identified as the qualitative method based on individual performances, such as context-based criterion-reference. Learning outcomes, therefore, are individual and personal constructions. Reality is a subjective construction, meaning that each individual will construct his or her own interpretation about what is real and what is not. It is goal-free, meaning that there are not learning objectives pre-established by instructors without consulting with the learners' needs. Reliability and validity, however, are not important because the purpose of evaluation is not to measure learning outcomes in terms of statistical figures (Lincoln & Guba, 1989). This is so "because the constructivist paradigm perceives learners as interpreting what they learn individually and their learning outcomes being different from one another, instructors must learn to implement alternative evaluation methods with their students" (Bludau, Maddox, Pounds, 1998). Constructivist philosophy, therefore, has the following evaluation criteria: goal-free evaluation; authentic assessment; judgments based on knowledge, experience, and context; and, multiple and multimodal perspectives; and socially constructed meaning (Duffy & Jonassen, 1992). These criteria make the use of constructivism important in distance education.

The following tables compare and contrast the differences between the positivist and the constructivist approaches. Table 1 compares and contrasts the general characteristics, and Table 2 focuses on methodological characteristics.

 
Table 1:  General Characteristics
 
Postures 
About:
Scientific 
(Positivism):
Naturalistic 
(Constructivism):
1. Preferred technique Quantitative Qualitative
2.  Quality criterion  Rigor Relevance
3.  Source of theory A priori Grounded
4.  Questions of causality Can x cause y? Does x cause y in a natural setting?
5.  Knowledge types used Propositional Propositional and tacit
6.  Stance Reductionist Expansionist
7.  Purpose Verification Discovery
 
Table 2:  Methodological Characteristics
 
Postures 
About:
Scientific
(Positivism):
Naturalistic
(Constructivism):
1.  Instrument Paper and pencil or physical device Inquiry (often)
2.  Timing of the 
specification of 
data collection 
and analysis rules
Before inquiry During and after inquiry
3.  Design Preordinate Emergent
4.  Style Intervention Selection
5.  Setting Laboratory Nature
6.  Treatment Stable Variable
7.  Analytic units Variables Patterns
8.  Contextual elements Control Invited interference
Source: (Lincoln & Guba, 1981).
(Note: See Previous Telecommunications Courses (EDTC 618 Spring 97 & Spring 98) at
(These previous chapters have an excellent presentation of the above Philosophical Perspectives, especially on Constructivism.)

Since Constructivism and Positivism are the cornerstone philosophies of evaluation, they are very important to understand the unique contexts of different distance education environments. The following sections explore the characteristics evaluation has within distance education settings, such as: elementary education, secondary education, higher education, and business and professional training.

Evaluation in Elementary Education Environments

Two categories of evaluation exist within elementary education: traditional and alternative assessment. Because these two types often prompt a discussion of what is right and wrong, it is necessary to understand why some people value and employ one form, but not the other. This judgement call often involves a person's or school's philosophy of education. Understanding the differing philosophies of education creates an objective context in which to examine traditional and alternative assessment.

A philosophy of education must include: the stated purpose of education, an identity of the types of people who are worthy of an education, and examples of how teaching and learning behaviors best facilitate learning. Armstrong cites that four different types of philosophies exist: essentialist, perrenialist, progressivist, and social reconstructionist (11-12). His summarized definitions of each of these philosophies are displayed in the table below.

Table 3:  Philosophies of Education
 
 
Essentialist
Perrenialist
Progressivist
Reconstructionist
 
Purpose of Education
To prepare people for the future, especially for the work force
To uphold the past and established knowledge and
truths determined by the great philosophers
To help students succeed in their present, real-world situations
To prompt students to reform society to eliminate injustices and inequities
 
People Worthy of Education
Only those who will become productive members of society
Only those who can think independently and are of sound mind and body, the affluent
Everyone except some who are in need of special education services
  Everyone
Examples of Teaching and Learning that Best Facilitate Learning
Skills-based lessons, drill and practice, memorization
Focusing on great thinking of the past, the classics, and on themes recurring throughout time
Problem-solving activities, student-initiated discovery learning, hands-on activities
Activities raising political and social consciousness, prompting a move for change
 

One or more of these philosophies prompt educators to choose either traditional or alternative assessment. Traditional evaluation methods include standardized tests and quizzes -- usually multiple choice formats -- which prompt the recall of factual knowledge. While people maintaining other educational philosophies might occasionally use this type of evaluation, it is more likely to be employed by those who have an essentialist or perrenialist philosophy of education. Educators of these schools of thought want students to learn content as it is, without modification or application. For this reason, the uses of traditional testing tools are deemed to be the most appropriate.

In contrast, proponents of progressive and reconstructivist philosophies employ more modern, alternative forms of assessment. Alternative or authentic assessment takes a more student-centered approach to evaluation and includes both classroom-based assessment portfolios and student-designed assessments. Magnan-Lev identifies four principles of authentic assessment (5):

  1. learner-centered
  2. part of the learning experience
  3. multiple forms of assessment
  4. feedback
Listed below are three examples of this type of assessment.

Classroom-based assessment: This is an approach used to determine how well content is covered and to identify students' learning styles. Teachers consider students' prior knowledge and experiences, culture, and language differences, factors not usually considered in many traditional forms of evaluation.

Portfolio assessment: Teachers design activities resulting in student-made products, which are collected to make a portfolio for each student. The portfolio of work is then used as the product by which the students are evaluated.

Student-designed assessment: Here teachers implement evaluation activities designed by students.

Magnan-Lev also provides examples of assessment tools useful in alternative assessment (5):

As previously stated, each of these forms and tools of alternative assessment focus not only on learning and content but also on students and student-made products. Unlike traditional forms, these place more emphasis on students and less on recall of factual information.

Both traditional and alternative forms of assessments have advantages and disadvantages. A person's philosophy of education influences his or her perception of these.

Table 4:  Advantages and Disadvantages
of Traditional and Alternative Assessment
 
  Type of Assessment Advantages Disadvantages
 
 
Traditional
Easy to administer and grade; used heavily in past years Focuses on factual recall; promote only simple application of knowledge; some forms have been found to be teacher-biased
 
 
 
Alternative
Student-oriented; promotes learning, involvement, and motivation; allows for consideration of human characteristics such as prior knowledge, culture, and language Requires extensive knowledge and skills teachers may not possess; requires more time to develop and implement than traditional forms; could be ambiguous to some learners; if used alone, could result in students not acquiring necessary academic skills
(Sources:  Magnan-Lev, 1997; Nachman, No Date; and Porter, 1991)

Although differing educational philosophies exist, the intended purpose of each is to facilitate learning. "Alternative forms of assessment might best serve some of these purposes while more traditional forms could still serve others". Being mindful of this will help guide educators charged with the responsibility to select appropriate evaluation methods for elementary classrooms. Educators should also be mindful of the developmental processes required to relate evaluation at the elementary level to later experiences at the secondary level.

Evaluation in Secondary Education Environments

Evaluation within the secondary distance education environment contains many of the same features as evaluation in elementary education and higher education. Among the most important of these features, is the reliance upon the two major evaluation philosophies: positivism and constructivism. Positivism tends to be the dominant method of evaluation within secondary distance education, since several of the activities are either criterion referenced to national standards, or are modified versions of standard evaluation. (Riley, 1996) Constructivist evaluation, however, is not utilized to the same degree as positivist design. The reason behind this, is perhaps the fact that it is very hard to subjectively evaluate materials in a distance education course due to the lack of face-to-face learner instructor interaction. Programs that utilize portfolio means of evaluation, usually use rubrics to grade students' work (Martinsen 1998). This means that much of the evaluation found in secondary education telecommunication environments follows a well stated pattern of either positivist or constructivist evaluation design.

Since simplicity and clarity are very important in efficient distance education, many secondary distance education programs use evaluation methods that follow the positivist philosophy. Therefore, much of the evaluation in this environment, therefore, relies on different adaptations of criterion referenced evaluation methods. Authentic evaluation in the secondary distance education environment, can be accomplished in either traditional or a non-traditional ways. The traditional method utilizes a local facilitator who can either be a parent or an instructor. The role of the facilitator, is receive, administer, and process different teaching materials that are sent to him or her by the sponsoring institution. Therefore, the local facilitator plays a non-instructive role in the evaluation process (Choike, 1998). The non-traditional method of authentic assessment, however, totally relies on the direct interaction with the student. The student is responsible for directly answering online exams and quizzes that are given without the assistance of a facilitator. Students become solely responsible for turning in work to their coordinating institution. Institutions that use this method usually provide html pages that are interactive and can be sent to the institution via e-mail (Choike, 1998).

While methods of positivist evaluation design revolve around authentic evaluation, methods of constructivist evaluation are based around portfolio assessment. With portfolio assessment, students are allowed to explore the topic areas and create their own sense of the subject (Lemonic, 1995). Projects, essays, and other assignments are kept portfolios that are submitted and evaluated by the instructor as needed. Many of these portfolios are graded in a rubric method, to ensure that the projects and other assignments contained within them meet the either nationally recognized or instructor set standards. Portfolio based assessment is many times used in courses where the promotion of higher order thinking skills corresponds highly with the degree of difficulty of the course (Riley, 1996). Appraisal of portfolio based evaluation can either be conducted by the use of real or virtual portfolios. Real portfolios are either graded by the local facilitator as the course is in progress or, is usually mailed to the sponsoring institution at the end of the semester to determine if the student deserves credit for the course. Virtual portfolios utilize workgroup software (like BSCW or FirstClass) to create a place where assignments can be posted and graded by instructors at the institution (Martinsen, 1998).

Many examples of institutions that utilize positivist and constructivist evaluation designs can be found. However, two institutions in particular stand out in their overall design: Oklahoma State University and the Earthstone Academy. Oklahoma State University's distance education program utilizes primarily positivist methods. Not only does OSU utilize traditional methods of authentic assessment, but it also uses online assessment via html quizzes and exams. Many programs at Earthstone, however, utilize constructivist based evaluation methods. Many of Earthstone's distance education programs use portfolio based assessment to align student work with the standards that are set by national organizations and the institution itself (Choike, 1998; Martinsen, 1998).

For both positivist and constructivist evaluation, there are certain distinct advantages and disadvantages. Positivist evaluation, for instance, is easily implemented and graded. The use of criterion referenced testing allows assignments to be easily graded, and rapid feedback given to the learner. The main disadvantage to this, however, is the fact that criterion-referenced tests and quizzes demonstrate not all of the learner's abilities. Constructivist evaluation, on the other hand, has the main advantage that it is demonstrative of the learner's abilities and knowledge of the subject. The main disadvantage, however, is the constant struggle to keep track of the large amount of data produced by the students. The use, advantages, and disadvantages of positivist and constructivist evaluation in secondary distance education closely represents similar patterns in elementary and higher education.

Evaluation in Higher Education Environments

Evaluation in higher education distance learning environments poses a unique challenge. This challenge is the result of the unique synchronous/asynchronous interaction between learners and their teacher. Although interaction at a distance is different from traditional face-to-face classroom interaction, evaluation tools used to assess learning outcomes are the same. Higher education evaluation is not exempt from the theoretical and practical implications of the two major perspectives already mentioned (Positivism and Constructivism). Therefore, both perspectives are used for selecting evaluation criteria and tools.

In higher education, distance educators have developed evaluation based on areas of course content, student performance, and teacher instruction methods (Holmberg, 1989). For example, Moore (1997) states that in higher education distance education programs: "evaluation was conducted on the basis of learners' academic performance and… attitudes and behaviors. Eight variables, including… attitudes scores… were analyzed to assess effectiveness" (p. 16). One of the major conclusions about the learners' attitudes and behaviors toward distance education instructional delivery is that:

Many studies have shown that the belief about face-to-face classroom instruction as being superior to alternative delivery systems, is false. Studies have found that there is "no difference in the amount learned by telelecture and by face-to-face teaching and no associations between the amount of learning which occurred via each method" (Moore, 1997, p.15).

Conversely, course evaluations of distance learning programs have demonstrated their importance in the improvement of course content (Holmberg, 1989). Evaluations in courses are "designed to assess the broad or cumulative aspects of a student's educational development" (Dressel, 1986, p. 208). Distance educators have, therefore, concluded that: "course evaluation includes both the description of what works and the search for causal relations... to establish the cause of differences" (Holmberg, 1989, p. 194). These characteristics are very important for designing ad hoc and unique evaluation criteria and tools for distance learning. An important element to reference during the evaluation of distance learning programs and courses is the environment and context in which distance learning takes place. The relationship between students, the teacher, and the environmental characteristics is one of the important aspects of environmental assessment in distance education (Moore, 1997; Dressel, 1986).

Another aspect of higher education evaluation in distance learning environments is the use of formative and summative evaluations. Formative and summative evaluations in distance learning have proved to be very effective, since:

The aim of formative evaluation is refinement and improvement, which
makes one think of the intrinsic aspects of entities being evaluated. The
aim of summative evaluation is to determine impact or outcomes, which
makes one think of contexts in which such impacts or outcomes may be
noted. But in fact the dimensions of merit/worth and of formative/summative
are orthogonal; evaluations of merit can be either formative or summative
just as can evaluations of worth" (Lincoln & Guba, 1981, p.49).
In addition, Moore (1997) mentions the following criteria to develop formative evaluation in higher education distance learning programs and courses: To add to these criteria, Moore (1997) also suggests the following criteria to develop summative evaluation for higher education distance learners: Distance education researchers have concluded that two different areas must be addressed in order for there to be quality distance education. Hanson believes that: Effective distance education does not just happen any more than
effective teachers just happen . . . Those faculty accustomed to
more conventional teaching modes would have to acquire new skills
to assume expanded roles not only to teach distance learners, but also
to organize instructional resources suitable in content and format for independent study. The nature of distance education, i.e., the separation of teacher and learner, necessitates changes in the methods used to deliver instruction, whether it be correspondence or interactive telecommunications, requires that modifications and enhancements be made to the traditional face-to-face methods of teaching [and evaluation] (Hanson et al., 1996, p.35).
Moore (1997) noted, however, that: A final factor in the success of distance education programs is a thorough evaluation at all levels of the process. Quantitative and qualitative information should be gathered from administrators, instructors, site coordinators, students, and technical support people to be used as the basis of review and reflection aimed at maintaining and improving the quality of programs (p. 35). Many of these same quality factors are parallel in elementary, secondary, and higher education environments. There are, however, some important changes that must be noted for the business and professional environment.

Evaluation in Business & Professional Environments

Evaluation in the business and professional environment emphasizes training and development as the means of learning. Therefore, evaluation is characteristically different from other areas of education. From a training and development perspective, instruction should enhance individual competence and performance (Edwards & Ewen, 1995). Instructional delivery methods must meet the needs, demands, expectations, and circumstances of each individual organization. To be fully utilized and appreciated, any evaluation of instructional delivery methods must be integrated into the goals, operations, and culture of an organization (Moseley & Solomon, 1997). One must know why s/he is evaluating, what s/he is evaluating, and how the data will be used (Piskurich, 1997). Evaluation methods should be determined based by the purpose of the specific project, and should meet the demands of the various stakeholders involved (Boyle, 1997).

The more traditional methods of evaluation include formative, summative, constructivist, and confirmative. Traditional evaluation methods often have limited utility in a business environment due to their historical nature. These methods rarely offer enough information to enable management to conduct a Return on Investment (ROI) analysis. Also, when used individually, they quite often fall short of meeting the complex needs of the business community. In short, evaluation should be a process, not an event (Lincoln & Dunet, 1995).

In a business environment, evaluation of instructional delivery methods should be focused on the actual development of competencies identified as critical to the organization's success. Prior to selecting an evaluation method or methods, the evaluation criteria must be established. In establishing these criteria, it may be beneficial to think of organizations as social systems -- which consist of relationships between departments and individuals. In order to function sufficiently, it is essential that the training and development department communicates and cooperates with upper management to develop effective training systems. It is through this communication and cooperation that these departments will develop a mutual understanding of the organization's learning objectives. Once this understanding is achieved, evaluation will lead to construction of shared expectations concerning exactly what objectives the training will address. For training to be effective, both the instructional designers and management must fully understand what the others expect to accomplish (Piskurich, 1997).

There are many different aspects of an organization that impact evaluation. For instance, if an organization's culture lacks appreciation for quality products and processes, the organization is likely to lack the understanding necessary to truly appreciate the value of evaluation. Without appreciation, it will be difficult to conduct evaluation in a thorough and effective manner (Rohrer-Murphy, et al, 1997).

Another important organizational aspect to consider is the identification of stakeholders and their need for evaluation information. Every organization has a multiple number of stakeholders, and not everyone within an organization has the same information needs. Some guiding questions that may be beneficial in identifying the needs of various stakeholders include: "How would you define success for the project?" and "What results would convince you that the project is worth doing?" (Lincoln & Dunet, 1995).  To put this concept into context, consider the various possibilities for needed information within an organization. For instance, the finance department may ask, "Will this training ultimately effect the organization's profit margin?" The legal department may ask, "Will this training minimize certain risk factors?" The production team may ask, "Will this training increase overall productivity?" Management may need information from all of these areas to support decision-making concerning the effectiveness of training methods (Lincoln & Dunet, 1995). Therefore, it is important that evaluation is flexible enough to tailor information to meet a wide variety of needs. By meeting the needs of stakeholders, support will be increased for training programs (Lincoln & Dunet, 1995).

Evaluation must also provide information to the training and development department and those responsible for instructional design. Evaluation is also the method by which the training department is able to justify the expense of training -- and perhaps even the existence of their department (Rohrer-Murphy, et al, 1997). Data concerning the overall effectiveness of training procedures, appropriateness of media and instruction methods, and other issues relating to possible revisions in instructional design may prove to be very valuable to training departments. This will assist them in better serving the needs of the other stakeholders involved. Also, the problem may not be solvable solely through the use of training. To prevent misuse of resources, information to this effect also must be collected and reported to management (Boyle, 1997; Lincoln & Dunet, 1995).

As mentioned above, each organization has a multitude of stakeholders whose needs should be addressed. Employees are among the stakeholders in an organization. As such, their development needs may contribute to the establishment of evaluation criteria. The employees are often more concerned with the additive effects of training. Employees may ask "Will this training help me do my job?" and "Will this benefit me?" (Boyle, 1997)

Many believe that Multi-Source Assessment (MSA) is a good tool for identifying employee development needs. In general, the most valuable employee performance information is situation specific --- this helps identify segments of performance that may benefit from training. MSA involves the gathering and reporting of information concerning employee performance, as well as, developmental needs from multiple sources. This in turn capitalizes on the availability of the collective knowledge about a specific individual. It is not intended to replace single-source assessment, but is offered as a means of supplementing traditional modes of assessment. Due to the credibility and multiplicity of information sources, MSA offers employees the opportunity not only to understand how their performance is perceived by their co-workers, but it also aids employees in understanding their own strengths and weaknesses. Information supplied by multiple sources is difficult to refute. It is, therefore, through the identification of an employee's various strengths and weaknesses that one is able to identify and target certain areas in need of development. As Edwards & Ewen (1995) so aptly stated, "MSA offers a unique opportunity to change employee training from a generic cafeteria style to a targeted approach based on defined needs from behavior feedback." (Edwards & Ewen, 1995).

MSA offers the following advantages: Most organizations are goal-oriented vehicles that must meet the bottom line. In order to make sound business decisions, management needs adequate data. When properly utilized, evaluation is able to contribute to the decision making process. Although the value of qualitative information is not disputed, management often requires clear and quantifiable evaluation measures to supplement the decision making process (Boyle, 1997). Evaluation operates most efficiently when questions are limited to those needed for decision making. (Lincoln & Dunet, 1995; Rohrer-Murphy, et al, 1997) There are several methods for obtaining evaluation information for instructional delivery methods -- including observation, interviews/focus groups, and questionnaires. Quite often effective evaluation will utilize more than one method (Boyle, 1997).

Observation, an evaluation method commonly utilized in the workplace, may be informal or highly structured. Informal observation is often used to "conduct system acceptability," which is often a general check of training structure. Alternatively, highly structured observation often focuses on the individual performance of the user and commonly involves the utilization of a checklist of points to be observed relating to a particular task.

It is a common practice to supplement information obtained from observation with information obtained from interviews and focus groups. Interviews and focus groups provide a flexible tool for collecting data, by providing the interviewers with flexibility to follow up on questions. It is a method for obtaining data that is deemed relevant for the end-user. For this reason, this method may be extremely useful in determining the user's needs during formative evaluation. Interviews may be either structured or informal.

However, if interviews are are to be useful as a comparative tool between users, some structure will likely be necessary.  Questionnaires offer a structured tool that may provide information of a more quantitative nature and are often useful in conducting summative evaluations. Interviews and focus group discussions may, in turn, supplement questionnaires.

The advantages and disadvantages of the aforementioned evaluation methods are summarized in the following table:
 

 Table 5:  Advantages and Disadvantages of Common Methods for Obtaining Evaluation Information in Business & Professional Settings
 
 
Advantages
Disadvantages
Observation
Ease of use; direct observation of evidence relating to system effectiveness and usability; 
flexibility
Information provided may only reflect superficial behavior and may not take into account underlying issues; more sophisticated observation methods may also be more costly
Interviews/
Focus Groups
Ease of administration; 
useful in formative evaluation; ability to reduce qualitative information; often adds to the effectiveness of other methods
Difficulty in comparing results; unrepresentative samples; interviewer bias; different levels of prior knowledge among those being interviewed
Questionnaires
Ease of administration; 
ability to ask open and close ended questions; valuable for summative evaluation; comparatively easy to analyze
Usually unable to probe respondents for explanations or further information; may only provide superficial information; summarization of results may obscure important variations within the data
 Source:  (Boyle, 1997)
 
With all of these factors under consideration, it is apparent that while the process of education occurs in the training and development of business professionals, the form of evaluation is different. It emphasizes competencies that are meant to enhance the training and development of personnel, in order to enhance their on the job performance.

Conclusion

Evaluation is the key to any learning process, especially in a distance education environment. Evaluation allows for the assessment of skills and competencies that are used throughout life. The evaluation philosophies prevalent in distance education today -- Positivism and Constructivism -- help clarify the process needed to understand how much information a person is actually retaining. Distance education evaluation at the elementary level is the first step of the process. At this level learners are just starting to form their ideas about reality and what they have learned. The implementation of evaluation at the secondary level further helps the learner to sharpen his/her skills on how to retain, process, and give more elaborate feedback. Distance education at this level becomes more complex as the learner matures. The use of Positivism and Constructivism is at its peak form at the higher education level. Here, distance education is the most challenging and difficult to retain and process.

Evaluation in business and professional settings is somewhat different, however. In these settings, job competencies and skills become the primary motivation behind evaluation. It is also at this level that evaluation becomes more important to persons other than the instructor and learner. In business and professional distance education environments, the knowledge and skills that the employees are able to retain greatly contribute to the work environment -- as well as the profit margins of the corporations utilizing the training. Although the differences are apparent between this level and its counterparts, the process of learning is just as important.

 

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 Riley, R. (1996). Benefits of Technology Use.[WWW Document]. Available:
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     Rohrer-Murphy, L., Moller, L., & Benscoter, B. (1997). A performance technology approach to improving evaluation. Performance Improvement, 36(8), 10-15.

 Winking, D. (1997). Ensuring equity with alternative assessment. [WWW Document].  Available: http://www.ncrel.org/sdrs/areas/issues/methods/assment/as800.html.
 


Created
by
Angela Gomez, Brian Moore,
Fernando Mortera-Gutierrez, and Linda Torres
December 10, 1998

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