Evaluation funnel

The following evaluation funnel was designed to demonstrate how different assessment techniques are used to make decisions.  People make observations (assessments) all of the time.  Based on those observations and how we interpret the information, various decisions are made (evaluation).  The repercussions for some of those decisions are relatively minor, however as the ‘stakes’ increase we have to use observations that are increasingly accurate and objective.  It should be noted that the funnel’s intent is to communicate issues concerning decisions concerning assessment and evaluation. Qualities of the various techniques listed are not exhaustive, and different audiences would rate the stakes of various “questions” differently.  Furthermore, there is no universally accepted ‘gold standard’ for assessment qualities.

Program Evaluation Funnel: Levels of impact, questions and assessment strategies