Consumer Oriented EvaluationMichael J Hoffman

HRD 849April 28, 2009

2 approaches to Consumer-oriented Evaluation

Summative Approach – evaluating the end product

Formative approach – Evaluating as the product is being developed

Consumer UnionWas established in the 1930’s primarily by

Arthur Kallet and Colston WarneIt’s main purpose was to assist the customer

in determining a good productAn expert, independent, nonprofit

organization whose mission is to work for a fair, just and safe marketplace for customers

Sources of Consumers UnionConsumer ReportConsumerreport.orgNewsletters:

Consumer Reports on HealthConsumer Report Money Advisor

Combine total of 8 million subscriptions to all Consumer Reports sources

Michael ScrivenConsidered the major contributor to

Consumer-oriented EvaluationHas Honors Degrees in Mathematics and

Philosophy of Mathematical LogicTaught in Australia, Minnesota, Michigan,

Indiana, California, among othersOver 300 publications in the areas of critical

thinking, technology studies, computer studies and evaluation

Has been a professor at Pacific Graduate School and UNC Greensboro

Scriven’s Checklist Need (Justification) Market (Disseminability) Performance – True field trials Performance – True Consumer Performance – Critical Comparisons Performance – Long term Performance – Side effects Performance – Process Performance – Causation Performance – Statistical Significance Performance – Educational Significance Cost and Cost effectiveness Extended Support

BenefitsThe checklist, while thorough, provides a

criteria for what makes the best possible product

Consumers have become more aware of marketing tricks

Consumers become more critical of product selection

DrawbacksCosts of products can be increasedCreativity can be limited due to tougher

standards

Conclusion