Meta-evaluation: Assessing Alternative Methods of Performance Evaluation and Audits of Planned and Implemented Marketing Strategies
نویسندگان
چکیده
Ameta-evaluation is an assessment of evaluation practices.Meta-evaluations include assessments of validity and usefulness of two or more studies that focus on the same issues. Every performance audit is grounded explicitly or implicitly in one or more theories of program evaluation. A deep understanding of alternative theories of program evaluation is helpful to gain clarity about sound auditing practices. We present a review of several theories of program evaluation. This study includes a meta-evaluation of seven government audits on the efficiency and effectiveness of tourism departments and programs. The seven tourism-marketing performance audits are program evaluations for: Missouri, North Carolina, Tennessee, Minnesota, Australia, and two for Hawaii. The majority of these audits are negative performance assessments. Evaluating Marketing Actions and Outcomes Advances in Business Marketing and Purchasing, Volume 12, 549–663 Copyright © 2003 by Elsevier Science Ltd. All rights of reproduction in any form reserved ISSN: 1069-0964/doi:10.1016/S1069-0964(03)12009-1
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