This document discusses two approaches to consumer-oriented evaluation: summative and formative. It introduces Consumer Union, an independent nonprofit organization founded in the 1930s to assist consumers. Consumer Union publishes Consumer Reports magazine and website to evaluate products. The document also profiles Michael Scriven, considered a major contributor to consumer-oriented evaluation, and his extensive checklist for evaluating products. Both the checklist and Consumer Union aim to provide consumers with independent and thorough evaluations to make informed purchasing decisions.

1. Michael J Hoffman
HRD 849
April 28, 2009

2. 2 approaches to Consumer-
oriented Evaluation
Summative Approach – evaluating the end product
Formative approach – Evaluating as the product is being
developed

3. Consumer Union
 Was established in the 1930’s primarily by Arthur
Kallet and Colston Warne
 It’s main purpose was to assist the customer in
determining a good product
 An expert, independent, nonprofit organization whose
mission is to work for a fair, just and safe marketplace
for customers

4. Sources of Consumers Union
 Consumer Report
 Consumerreport.org
 Newsletters:
 Consumer Reports on Health
 Consumer Report Money Advisor
 Combine total of 8 million subscriptions to all
Consumer Reports sources

5. Michael Scriven
 Considered the major contributor to Consumer-
oriented Evaluation
 Has Honors Degrees in Mathematics and Philosophy
of Mathematical Logic
 Taught in
Australia, Minnesota, Michigan, Indiana, California, a
mong others
 Over 300 publications in the areas of critical
thinking, technology studies, computer studies and
evaluation
 Has been a professor at Pacific Graduate School and

6. Scriven’s Checklist
 Need (Justification)
 Market (Disseminability)
 Performance – True field trials
 Performance – True Consumer
 Performance – Critical Comparisons
 Performance – Long term
 Performance – Side effects
 Performance – Process
 Performance – Causation
 Performance – Statistical Significance
 Performance – Educational Significance
 Cost and Cost effectiveness
 Extended Support

7. Benefits
 The checklist, while thorough, provides a criteria for
what makes the best possible product
 Consumers have become more aware of marketing
tricks
 Consumers become more critical of product selection

8. Drawbacks
 Costs of products can be increased
 Creativity can be limited due to tougher standards

9. Conclusion