A Visitor-Centered Evaluation Hierarchy

This article discusses a Visitor-Center Evaluation Hierarchy that illustrates the relationships between evaluation needs and various methodologies that, in turn, yield a variety of visitor data important to educators, marketers, evaluators, administrators, and program funders. It includes discussions about the utility of the hierarchy, implications of data gathering at each level, issues related to measurement and sampling, and a list of resources for further discovery.

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