Attempting fonnally to evaluate something involves the evaluator
coming to grips with a number of abstract concepts such as value,
merit, worth, growth, criteria, standards, objectives, needs,
nonns, client, audience, validity, reliability, objectivity,
practical significance, accountability, improvement, process, pro
duct, fonnative, summative, costs, impact, infonnation,
credibility, and - of course - with the tenn evaluation itself. To
communicate with colleagues and clients, evaluators need to clarify
what they mean when they use such tenns to denote important
concepts central to their work. Moreover, evaluators need to
integrate these concepts and their meanings into a coherent
framework that guides all aspects of their work. If evaluation is
to lay claim to the mantle of a profession, then these
conceptualizations of evaluation must lead to the conduct of
defensible evaluations. The conceptualization of evaluation can
never be a one-time activity nor can any conceptualization be
static. Conceptualizations that guide evaluation work must keep
pace with the growth of theory and practice in the field. Further,
the design and conduct of any particular study involves a good deal
of localized conceptualization."
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