The choice of evaluation methodology is as important as any part of the assessment process. In the past, most selections have been made from among various quantitative strategies and techniques. Recently, program evaluation researchers have begun to discuss some of the limitations of quantitative techniques for addressing some evaluation questions. In response to these limitations--most of which characterize the evaluation of health promotion programs--some have turned to a set of techniques which can complement or, at times, replace quantitative evaluation methods. These methods are collectively called "qualitative" evaluation methods. In this article, we highlight some of the differences between quantitative and qualitative approaches and suggest ways in which both may be used in a given evaluation effort.

Health Promotion↗

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Reporting evaluation results.

The major purpose of program evaluation is to provide information that can be used in decision-making by program administrators and other interested parties. How to communicate that information clearly and persuasively is the subject of this article. Sensitivity to the cognitive styles of the intended audience(s) and awareness of one's own areas of uncertainty are first recommended. In addition, guidelines are offered to help achieve a clear and persuasive report, ways to effectively present results to various audiences are reviewed, and advice is provided on how to minimize the likelihood of hostile political responses to major findings. Finally, evaluation researchers are urged to share their results with others interested in the evaluation of health promotion programs through publication or presentation at professional meetings to create an influential body of cumulative research findings.

Health Promotion↗