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Explaining the measurement and evaluation stasis

Explaining the measurement and evaluation stasis The purpose of this paper is to explain the “evaluation deadlock” or “stasis” diagnosed by many authors. The explanation relies on a thought experiment.Design/methodology/approachThe paper is conceptual and builds on a thought experiment inspired by qualitative research such as interviews with communication consultants in Sweden. It makes use of principal–agent theory and Akerlof’s theory of lemon markets.FindingsA plausible explanation for the evaluation stasis requires consideration of practitioners’ self-interest as businesspeople. The deadlock is explained by an anomaly in practitioner populations and passive or active but covert resistance. If the long-time neglect of measurement and evaluation has led to expectation inflation and overpromising, even well-performing actors might shy away from rigorous measurement and evaluation practices in their own mandates, since they fear being measured against promotional, not realistic standards. At the same time, on the level of industry discourse, these practitioners would still advocate for measurement and evaluation in principle, so as to avoid the suspicion of underperformance.Research limitations/implicationsThe paper suggests an explanation for further empirical investigation. It does not attempt to demonstrate anything else than that the suggestion is plausible and that it warrants further investigation.Practical implicationsThe scientific community engaged in the measurement and evaluation debate appears puzzled by the discrepancy between practitioners’ words and actions. The authors hope that the paper contributes to a more realistic and thus more constructive dialogue between practitioners and academics in the measurement and evaluation debate.Originality/valueInspired by Alvesson and Spicer’s concept of functional stupidity, the paper argues that attempts to explain the evaluation stasis have been marked by circumspection and narrowness. At present, explanations for the evaluation stasis tend to focus on lack of knowledge or inadequate systems or frameworks. The paper offers a more comprehensive explanation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Explaining the measurement and evaluation stasis

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1363-254X
DOI
10.1108/jcom-12-2018-0135
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to explain the “evaluation deadlock” or “stasis” diagnosed by many authors. The explanation relies on a thought experiment.Design/methodology/approachThe paper is conceptual and builds on a thought experiment inspired by qualitative research such as interviews with communication consultants in Sweden. It makes use of principal–agent theory and Akerlof’s theory of lemon markets.FindingsA plausible explanation for the evaluation stasis requires consideration of practitioners’ self-interest as businesspeople. The deadlock is explained by an anomaly in practitioner populations and passive or active but covert resistance. If the long-time neglect of measurement and evaluation has led to expectation inflation and overpromising, even well-performing actors might shy away from rigorous measurement and evaluation practices in their own mandates, since they fear being measured against promotional, not realistic standards. At the same time, on the level of industry discourse, these practitioners would still advocate for measurement and evaluation in principle, so as to avoid the suspicion of underperformance.Research limitations/implicationsThe paper suggests an explanation for further empirical investigation. It does not attempt to demonstrate anything else than that the suggestion is plausible and that it warrants further investigation.Practical implicationsThe scientific community engaged in the measurement and evaluation debate appears puzzled by the discrepancy between practitioners’ words and actions. The authors hope that the paper contributes to a more realistic and thus more constructive dialogue between practitioners and academics in the measurement and evaluation debate.Originality/valueInspired by Alvesson and Spicer’s concept of functional stupidity, the paper argues that attempts to explain the evaluation stasis have been marked by circumspection and narrowness. At present, explanations for the evaluation stasis tend to focus on lack of knowledge or inadequate systems or frameworks. The paper offers a more comprehensive explanation.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Aug 21, 2019

Keywords: Evaluation; Measurement; Public relations; Communication practitioner

References