1. Foundation Degree - ARTS MANAGEMENT
AM4002/40: Skills For Arts Managers 1 - Communications
Sessions 7: Thursday 28 October
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Introduction to Evaluation
“You were wonderful darlings!”

2. 1
‘Evaluation is the collecting of different points of view
about your work, analysing them and drawing conclusions
in order to measure how successful it has been’
Essential Guide to Business in the Performing Arts Freakley & Sutton
Why do we need to
evaluate projects?
Charlie & Sheba
Museum of Bad Art - Boston

3. 2
Evaluation cycle
Plan:
Set objectives
Decide strategy
Implement plan
Evaluate:
Observe, research &
feedback into plan

4. 3
Objectives are hard to evaluate unless
they are ‘SMART’
S = Specific
M = Measurable
A = Achievable
R = Realistic
T = Time-bound
The Haircut
Museum of Bad Art - Boston

5. 4
• Which of the objectives on your sheets
are SMART?
• How can they be improved to make
them more specific, measurable,
achievable, realistic or time-bound?

6. 5
Monitoring & Collecting Data
Definitions:
Quantitative / Qualitative
Primary / Secondary

7. 6
Questionnaire (online or paper)
Interview (video, telephone, face-to-face)
Focus group
Discussion
Observations
Secret shopper
Self-evaluation
Research from peers
• Qualitative or quantitative data?
• Pros & cons of method?

8. 7
Free online evaluation tools:
www.surveymonkey.com
www.surveymonkey.com
www.eventimpacts.com
www.eventimpacts.com

9. 8
How you are going to undertake your
evaluation research
Draft of questions
you will ask
Lucy in the Field with Flowers
Museum of Bad Art - Boston

10. 9
Your evaluation report:
3.Introduction – outline the brief in
your own words
5.Outline your research methods
7.Results
9.Conclusions and recommendations