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Incorporated, a worldwide network of science museums and related institutions.
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U.S. Federal agencies recommend a flat figure for evaluation that ranges
from 10% to 20% of overall project cost. As a practical matter, in grant
proposals submitted for funding to these agencies, this usually represents the cost
of an external evaluation and does not break out staff costs for evaluation
as an item separate from other project costs.
I have served as an evaluator for several projects and have also been
privileged to have been involved in the review of a considerable number of exhibit
proposals. The 10% to 20% range is somewhat arbitrary, since it often
includes substantial costs for summative or impact evaluation that are required by
external funders. Costs for front-end and formative evaluation can be held
down through the use of staff evaluators.
I think the starting point for any evaluation should be that before
evaluation costs are determined, educational impacts (what changes in knowledge,
skills, attitudes, etc) and experiential objectives (what should visitors see, do
and experience while using/viewing the exhibition) should be set. Then,
depending on available resources, the evaluation strategy and related costs can
be set. Sometimes less rigorous evaluation strategies can be used (e.g., at
the low cost end, trained volunteers with clipboards record attraction and
holding power, as well as making notes on how visitors use exhibits) if little
funding is available for evaluation. Of course, it is always desirable to
plan a comprehensive evaluation strategy, including remedial evaluation (making
provision for evaluation and changes to exhibitions, even after they are
"finished"). Bottom line: determine evaluation costs after determining what
you want to find out, instead of starting with an arbitrary figure.
Sorry for the sermonette. It is obviously useful for design firms to have a
rule of thumb for evaluation costs. It is also easy to over or underestimate
costs, if the starting point is a percentage rather than what evaluation is
actually being done. It is also important to include funding for exhibition
revisions based on results of evaluation.
Bob Russell
Learning Experience Design
(202) 997-5539
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