Resolving conflicting demands on evaluation: A test demonstration of videotex for farmers

Evaluating an innovation for federal, state, and local policymakers and program managers alike entails conflicting demands on the evaluation study. Policymakers at federal, state, and local levels are best assisted by impact evaluations, whereas state and local program managers are best assisted by process evaluations. In-house evaluators often have an advantage in conducting process evaluations; external evaluators generally have an advantage in conducting impact evaluations. A cost-effective approach may be to combine in-house process evaluation and external impact evaluation. This dual approach was found to reduce conflicting demands on the evaluation of an experimental videotex system for agricultural producers.