Assignment 2: Evaluation Report (70%)

  • 3,750-4,500 word report
  • Reports due via TurntIn before 14:00 (UK time) on 30 May 2022
  • Feedback will be released 22 June at 17:00

DESCRIPTION OF TASK

Working independently, you will research and write a report outlining the implementation of an evaluation and impact project to assess current programming for an existing arts organisation or festival. You can choose between five different cultural organisation: 1) Opera North; 2) Band on the Wall; 3) Hyde Park Picture House; 4) Tate; or 5) Brooklyn Museum. It is possible to write your report on another organisation but this must be approved by your seminar tutor.

You should design an evaluation for either a specific programme or a specific event. The aim of the report is to critically and reflexively apply the theories and concepts we have studied throughout the course of the module to an existing arts/cultural organisation or festival of your choice. This can be approached from the perspective of acting as an academic consultant to develop a strategic proposal to help the organisation/festival to assess their audiences. We recommend looking at the Centre for Cultural Value’s guidelines for co-creating evaluation as a resource and template (https://www.culturehive.co.uk/wp-content/uploads/2021/10/CCV-Evaluation-Principles.pdf)

Your report needs to outline a proposal for the implementation of a new evaluation and impact strategy. You should base this both on primary and secondary source evidence from the organisation, as well as comparing and contrasting it with underlying academic theory. This assignment does not require you to contact the organisation directly.

You should structure your analysis as a formal report. Reports differ from academic essays in that they are more tightly structured (i.e. divided into different sections). Your report needs to include the following subsection:

  • Executive Summary
  • Table of Content
  • Organisational Background
  • Aims and Objectives (including key deliverables)
  • Framework Rationale
  • Research Question and Methodology (including participant recruitment and data collection)
  • Process & Internal Responsibilities
  • Conclusion

For further guidance on report writing, please consult: https://library.leeds.ac.uk/info/14011/writing/114/report_writing. An additional resource for report writing is National Council for Voluntary Organisations knowledge bank Knowhow.

Apart from the examples and case studies covered in the module, the best place to look for policy documents are on websites of funding organisations or industry association. For example, if you have selected an organisation in the United Kingdom, looking at policy, sector and funding guidance from that country’s Arts Council or the National Heritage Lottery Fund would help your report. If you are writing about a museum, you would want to consult the policy guidelines and initiatives related to the International Council of Museums. It is also recommended to review benchmarks when developing your report. Benchmarks are generally similar organisations that can be drawn on to emulate good practice. There are several examples on Culturehive (http://culturehive.co.uk/) as well as in academic literature.

A resource that can help you through the process of designing an evaluation framework can be found here: https://www.culturehive.co.uk/CVIresources/how-to-co-create-an-evaluation/ Co-creating Change also has a number of excellent resources and case studies here: http://www.cocreatingchange.org.uk/resources/

SUPPORT

You will have a debriefing on the assessment in Week 21, drop-In tutorial sessions will also be held Weeks 23 and 24. Additional resources can be found on Minerva in the Assessment Section in the Evaluation Report folder. You are also strongly encouraged to make use of your seminar tutor’s office hours for further support. Please note that questions regarding the report should be asked before the end of the term. Module tutors will not respond to substantive questions about the assignment after 3 May 2022.

MARKING CRITERIA

In order to pass this assignment, you must include all of the required sections of the evaluation report. You must also follow all academic conventions using Leeds Harvard Referencing and follow word length requirements. In a report of this length, it would be expected that you would have 3-5 primary sources and 10-15 secondary sources.

Subject Knowledge: Articulating and applying subject knowledge appropriate to the task

This means both subject knowledge about your case study and understanding of audience research and evaluation literature. Sources are key to establishing subject knowledge, as well as providing evidence to support claims. You want to use primary sources on the organisation and programme you are evaluating. This comes from organisational webpages, annual reports or other material produced by the organisation. This will be a key part of the organisational background and objectives, which should be tied to the mission of the organisation. You want to use secondary sources, particularly in forming your rationale and designing your research strategy. Key here is basing your choices on key concepts in audience research and evaluation.

Research: Defining a research question and its purpose; selecting and applying suitable methodology

Critical to an evaluation and impact report is a clearly defined research question. Remember you are not evaluating an entire organisation but a project or programme. You want to create a research design that is focused on audiences, rather than for example focused on economic impact. You want to design an evaluation that is ethical, robust, audience-centred and useful for a clearly articulated set of stakeholders. This means clearly articulating for whom the evaluation is for and selecting a process and methods that reflect best practice principles. You want to make sure you justify your choice of methodology and methods to align with objective and aims of the project and programme. You might want to benchmark examples of evaluation strategies other organisations have designed. You will want to use secondary sources to support your choices and define your methods. These should come from academic or industry literature.

Professional Development: Reflecting on learning and application for future direction

The key element here is applying learning to a case study. To do this you want to actively reflect on both key concepts of audience research and evaluation, as well as make reference to practice in the field. This reflection will be evidenced as the choices you make in your proposal – matching appropriate evaluation methods to the specific artistic or institutional discipline. It will also be evidenced in the presentation of your report. For example, utilising a professional and engaging tone, referencing material and figures in line with academic conventions, and formatting your report in line with presentation guidelines. Your proposal should be designed both to be visually engaging but also include content that reflects standards of the field. Be ambitious with your intentions but realistic. Aside from overall formatting and including all of the required components, the process and internal responsibilities section will be closely considered in assessing this criteria.