Strengthening the Dialogue between Program Evaluation and Market Research: Toward Ongoing Monitoring and Evaluation Systems (OMES)

Abstract

Abstract: The author examines the relationship between program evaluation and market research. He compares the two fields along a series of dimensions finding important similarities and differences. A surprising lack of interaction is noted which the author feels is an unfortunate situation. He speculates why this relative autonomy exists and then proposes a rationale and method for strengthening the dialogue between program evaluation and market research. In addition to general arguments for benefits to program evaluation from selectively appropriating some of the style of methods of market research, he proposes a specific hybrid approach which he defines as ongoing monitoring and evaluation systems (OMES). The essential conceptual, methodological and practical ingredients of an OMES are presented along with several concrete examples.