Strengthening the Dialogue between Program Evaluation and Market Research: Toward Ongoing Monitoring and Evaluation Systems (OMES)
The author examines the relationship between program evaluation and market research. He compares the two fields along a series of dimensions finding important similarities and differences. A surprising lack of interaction is noted which the author feels is an unfortunate situation. He speculates why this relative aut exists and then proposes a rationale nd method for strengthening the dialogue between program evaluation and market research.