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ERIC Number: ED376519
Record Type: Non-Journal
Publication Date: 1994-Aug
Pages: 27
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Responding to the Crisis of Accountability: A Review of Program Assessment Methods.
Haley, Eric; Jackson, DeForrest
The advertising program at the University of Tennessee, Knoxville (UTK) has at least 12 measures of program assessment, which serve as a basis for discussion rather than as a prescription for an effective assessment program. The program assessment methods are accrediting, internal program review, teaching evaluations, a university survey of faculty, university and departmental comprehensive tests, a university survey of seniors, university senior essays, a university survey of alumni, a departmental survey of graduates, a university survey of employers, and the advertising campaigns course. The type of information, the usefulness of the information for the program, and the cost differ for each method. How much assessment is enough is a program-specific question. The answer for the UTK advertising department is "all of the above." The pressures that bring about the demand for program assessment (budget crises, external demand from the public and government for accountability, etc.) are not going to go away soon. Perhaps with dialog about assessment methods, mass communication programs will be in a better position to document their own performance and meet the demands for accountability from students, administrators, tax payers, and government. (Contains nine references. The report of the department's 1992 survey of advertising graduates and a course evaluation form are attached.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A