Marketing Research MKTG 3710
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This 43 page Class Notes was uploaded by Nathanial Mosciski on Wednesday September 30, 2015. The Class Notes belongs to MKTG 3710 at Western Michigan University taught by Wesley Martz in Fall. Since its upload, it has received 36 views. For similar materials see /class/216803/mktg-3710-western-michigan-university in Marketing at Western Michigan University.
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Date Created: 09/30/15
Evolution of Overview of Session Evaluation Checklists Mnemonic device Inherently systematic Highly relevant for evaluative purposes Laundry list Stronglyweakly sequen ial Iterative Diagnostic COMlist Taxonomy of Checklists Grocery lists travel lists party planner list Flight crew checklist product assembly checklist Medical procedures lists Several evaluation checklists eg KEC OEC SEC Psychological assessments eg Diagnostic and Statistical Rating sheets in contests Personnel selection qualities Sections in evaluation checklists eg KEC OEC SEC Why develop checklists Disadvantages Overuse fatigue Consolidate vast knowledge 1 I In a parSImonIous manner Unnecessary barners 2 Improvetask performance Tunnel Vlsmn Reduce in uence of halo Inappropriate use i Scriven 2007 Z Hale et al 2007 Wolff et al 2004 3 Persaud 2007 Validating Checklists Limited guidance available for validating evaluation checklists quotquoty of evaluative conclusions Validation Methodology ORGANIZATIONAL EFFECTIVENESS EVALUATION CHECKLIST OEC OEC Overview Organizational evaluation process framework Iterative explicit weakly sequential wwwEvaluative0rganizationcom OEC Validation Process Phase 1 Expert panel review Critical feedback survey VVrItten Comments made on CHECKIISI Phase 2 Field test Singlecase study Semistructured interview OEC Validation Study PHASE 1 EXPERT PANEL REVIEW Expert Panel Overview Iargeted users protesslonal evaluators organizational consultants managers Review CEO for providing critical feedback Identify strengths and weaknesses v on the checklist prehensiveness Concreteness 39 Ease ofuse Fairness OEC Validation Process Performance Criteria Expert Panel Data Analyses Thematic anal sis to cluster and im ose meanin Triangulation across participants to corroborate or falsify the imposed categories Net Strength Score of the strengths and weaknesses from the narrative critique Strength Weakness Net Strength Fre uenc Normalized Fre uenc Normalized S S W W Applicability 6 8 2 7 1 Parsimony 6 8 5 17 9 Peitinence 7 10 2 7 3 75 Fairnessxr l Clarit J 7 Y 2 O 65 U m ensiveness 8 Z 6 o ParsimonI 55 Q Ease of Use 5 I I I I I I I I I I I IO 8 6 4 2 0 2 4 6 8 IO Net Strength OEC Validation Study PHASE 2 FIELD TEST Field Test Overview 9 revised OEC Strictly follow CEO to ensure delity Postevaluation semistructured client interview A formative metaevaluation to detect and quot de ciencies in the process 39 Reinforced need for multiple measures Observations from Field Test pecreep Identi ed several areas to clarify in OEC transparency in standards Minimal disruption to the organization Evaluative conclusions were credible lid and useful High value placed on recommendations Aspects of OEC Validity Content Professional judgments made by expert panel members Substantive Expert panel review and eld study Generalizability Single case field study analytic generalizability External Comparison to other OE assessment models Consequential Expert panel review interpretation and field study use OEC Validation Method Strengths amp Weaknesses Strengths Selection ofthe case studv Selection ofthe expert panel members Validation Methodology SUSTAINABILITY EVALUATION CHECKLIST SEC Overview of the SEC Purpose amp Users Purpose Planning and designing project and program ovaquot Iatinns ofsustainability for sustainability in development contexts Remember evaluation tasks Consider criteria of sustainability Reduce errors of omission Increase evaluation usefulness Think abou existing sustainability evaluations Users Evaluators and researchers Overview of the SEC Characteristics A mnemonic device Weakly sequential A metatool intended to help planning anu designing sustainability evaluations The SEC is not www5ustainabilityEvanet SEC Overview Introduction Purpose Intended Users Characteristics Key Concepts 1 PartA General Considerations in Evaluation Grounding the Evaluation About the Evaluand General Procedures for Evaluation Part B Criteria in Sustainability Evaluation Criteria of Merit Criteria of Worth Criteria of Significance Appendices Glossary References SEC Development ampVaidation Continuous process Validation tility via Self administered Web based questionnaire N106 Expert interviews N10 Email N5 SEC Study Participants sustainable development International development Pllrnnee maxim Homogeneity sampling Expert recruitment via direct contact Practitioner recruitment via Listservs Participants Organizational Affiliation Education Profit 6 Other 150 Government 10 National nonprofit 15 Multilatera ternational 4 nonprofit 31 Participants Sectors Social senices ll Education L Other sector Ag ricu Itu re Energy Infrastructure TradeCommerce Financial Transport TourismTravel FoodBeverages Telecommunications Manufacturing 0 10 20 30 40 50 60 70 80 90100 Participants Work Regions Western Central Western Asia Europe 261 Austra39IaNegv Caribbean America 109 Zea39andi 55 130 196 Western Africa Eastern Africa 261 348 Southeastern Asia 283 1 Eastern Asia 1 87 Southcentral Eastern Asia 174 39 39 Europe 217 Melanesia Southern 22 Europe 87 MicroneSIa Southern 00 Africa 130 orthern Africa 130 waggingquot South America Northern North America 239 Polynesia Europe 43 325 43 SEC Validity Study Analvtic Framework Respondents by Response Medium SEC Validity Measures 25 items measuring checklist accuracy and utility Five point agreement scale from 0 not at all to 4 nnmnletelv Item analyses 7 items were removed Convergent and discriminant validity of remaining items Internal consistency estimatesreliability Accuracy scale a 87 Utility scale a 89 SEC Accuracy Planning and designing sustainability Comprehensive ie complete Considering all aspects of Identifying criteria of specific relevance Evaluating sustainability evaluations Total Accuracy Identifying information needs of Considering those is need Identifying defensible information Considering ethics in sustainability SEC Utility Important ie valuable Relevant ie related to Useful ie practical Adaptable to differing TotalUtility Feasible ie viable Concrete ie tangible Concise ie to the point Easy to follow Easy to implement 0 20 40 60 80 100 Qualitative Analysis Cross Case Analysis Suggestions improved Codes U Item Question Responses across mque themes responses Omissions Wnat is missing 85 85 13 Commissions What components or 58 52 9 checkpomts are not necessary Confusions Wnat areas are confusing 71 68 8 Errors Are there any other errors or roblems problems that need to be 55 50 11 p addressed What if any are the strengths Strengths of the checklist 79 105 12 How can the checklist be 75 94 10 Application 1 Tensions 11 Clarification 4 Clarity 4 Supplementary materials 6 Glossary 1 Guidance 2 Structure 1 New subcategory 8 Strength 6 None 7 Reconsiderations Specifications 1 48 Example Strengths Detail 2 Use 30 Tensions 1 0 Holistic 3 Generality 4 Comprehensive Food for thought 32 6 Clarity 7 Concept 9 tructure 13 Content 11 2 UTILITY Crosssection Analysis amp Triangulation quotWquot M anu recommendations Triannl Ilafinn Comparison of results from the quantitative scales and the qualitative analysis SEC Validation Method Stren n ths amp Weaknesses ohmmum Weaknesses Relatively quick validation Development limited by time Development and Validation LESSONS LEARNED Lessons Learned pment should address unique attributes of the evaluand Qamr linn frame is critical Checklist validation should be grounded in practice and use Mixed method approach provides increased process m 0 Y k n a h T
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