Evaluation in Organizations: A Systematic Approach to Enhancing Learning, Performance, and Change

Rating:
Summary: Excellent "how-to" book on corporate evaluation
Review: Russ-Eft and Preskill have produced a first class book on evaluation that will be a constantly used reference on the bookshelf of any trainer, performance technologist or change agent who buys it. They begin with the history and theory of evaluation, presented in a very readable manner. Even their statistics section is easy to follow and apply! The section on the design and implementation of evaluations is packed with job aids, easy-to-apply tools and techniques, and guidelines on everything from running focus groups to sampling procedures. As a corporate evaluator I have been waiting for a book with this broad but in-depth coverage for years. Every aspect of the work of the evaluator is covered, and it is clear that the authors are both personally experienced in this field as well as widely read in the evaluation literature. Preskill and Torres' Readiness for Organizational Learning and Evaluation Instrument (ROLE) is generously included with instructions on administration and scoring, as well as an extensive bibliography for those who want to dig deeper into the subject of evaluation. This book is a must for those who are seriously committed to assessing the effectiveness and impact of interventions in organizations.

Rating:
Summary: Cohesive, Comprehensive, and Cost-Effective
Review: The subtitle correctly indicates what Russ-Eft and Preskill's primary objective is: To present and explain "a systematic approach to enhancing learning, performance, and change" throughout any organization, regardless of size of nature. They succeed brilliantly. The material is presented as follows:

Part I: Background and Context of Evaluation (Defining Evaluation; The Evolution of Evaluation; Evaluating Learning, Performance, and Change Initiatives; and The Politics and Ethics of Evaluation Practice)

Part II: Designing and Implementing the Evaluation (Focusing the Evaluation; Selecting the Evaluation Design; Choosing Data Collection Methods; Observation and Archival Data; Surveys and Questionnaires; Individual and Focus Group Initiatives; Sampling; and Analyzing Evaluation Data)

Part III: Maximizing Evaluation Use (Communicating and Reporting Evaluation Activities and Findings; Planning, Managing, and Budgeting the Evaluation; Evaluating the Evaluation; and Strategies for Implementing Evaluation in Organizations)

The authors then provide a comprehensive audit mechanism (with specific directions) in an appendix to the three-phase system: "The Readiness for Organizational Learning and Evaluation Instrument (ROLE)" developed by Hallie Preskill and Rosalie T. Torres. For those in need ot supplementary resources, a substantial References section is also provided.

Here is a brief excerpt: "Evaluation can be viewed as a catalyst and opportunity for learning -- learning what works and what doesn't work, learning about ourselves and the organization, and learning how to improve what we do in the workplace. As such, it can provide new understandings and insights into our programs, processes, products, and systems. Furthermore, evaluation can provide us with the confidence with which to make decisions and take actions that ultimately help employees and organizations succeed in meeting their goals." The authors agree with countless others that the future success of organizations will be dependent on their ability to build core competencies within a context of collaboration. They suggest that to develop support for evaluation as a knowledge-creating enterprise, "we must create a market for it. If we think about evaluation as a means for learning and attaining knowledge, then it becomes integrated into every organizational effort --from product development to program design to process reengineering to systemic change." They then suggest seven specific strategies when introducing or expanding evaluation practice. Throughout the book, they also include 60 Figures (e.g. "Guiding Principles for Evaluators") and three Tables (e.g. "Typical sections and contents of comprehensive written evaluation reports").

Who will derive the greatest value from this book? Obviously, decision-makers in organizations in need of "enhancing learning, performance, and change." Presumably that includes all organizations. Also, I highly recommend this book to all consultants now involved with organizations which have the same need. Presumably that includes all of their clients. Finally, I think this book will of immediate interest and eventual benefit to anyone who has only recently embarked on a business career. They will soon realize (if they have not realized it already) that the nature and extent of what they learn, how well they perform, and how effectively they initiate or respond to change will determine the nature and extent of their career success.

With the possible exception of Peter Drucker, no single source can possibly serve all of the needs of any one organization. For that reason, to those who read this book, I presume to recommend a few others: Fitz-enz's The E-Aligned Enterprise and The ROI of Human Capital, Maister's Practice What You Preach, O'Toole's Leading Change, Senge's The Fifth Discipline and The Dance of Change, Katzenbach's Real Change Leaders, O'Dell and Grayson's If We Only Knew What We Know, and just about anything written by Warren Bennis.