Reviews 323

Zweizig, Douglas, Johnson, Debra Wilcox, Robbins, Jane, & Owen, Amy. Evaluating Library Programs and Services: TELL Ii?‘? Madison, WI: University of Wisconsin School of Library and Information Studies, 1993. 62 pp (ISBN O-936442-16-6).

Zweizig, Douglas and Besaut, Michele (Eds.). Evaluating Library Programs and Services: TELL IT! Training Manual. Madison, WI: University of Wisconsin School of Library and Information Studies, 1993. 92 pp. Sold as set $12.00 (ISBN O-936442-17-4).

Reviewed by Patrick Williams, Associate Professor, Rosary College, Graduate School of Library and Information Science, 7900 Division St., River Forest IL 60305.

These publications are the result of a grant provided by the Office of Library Programs, U.S. Department of Education. The purpose of the manuals is to help librarians evaluate specific programs and services. The phrase TELL IT that serves as a subtitle for the manuals is composed from the initial letters of the steps that constitute the process prescribed by the manuals: Talk about the vision; Explore alternatives and design approach; Learn from what’s happening; Let people know what happened; Integrate the project with on-going services; Think about how it all worked.

The first of the two manuals provides “an overview and framework on which to base evaluation and training” (p. 1). In the first chapter Douglas Zweizig gives a brief summary of the TELL IT process. In the second Debra Johnson deals with different evaluation methods. Chapters 3 to 7 explain the phases of the TELL IT process mentioned above. And a final chapter offers criteria for choosing an evaluation method.

The second manual “provides more details on specific evaluation methods and training techniques that can be used to improve librarian’s evaluation skills” (p. 1). Different chapters describe such techniques as focus groups, fast response surveys, peer evaluation, attitude measurement, and unobtrusive testing. The final section is a bibliography of 28 items.

The authors of the manuals recognize that evaluation is inseparable from planning. What one evaluates is the contribution made by programs and services to the mission set forth in the plan. The manuals are intended to be used in conjuction with Planning and Role Setting for Public Libraries and not to replace it.

The principal question of importance that arises in connection the manuals is this: Are the evaluation efforts advocated and described in them designed primarily to secure the public library’s political and financial positions? Or are they designed to address the problem of identifying the authentic contribution the public library makes to community life? In his overview in the first of the two manuals, Douglas Zweizig warns, “If a library staff is not out in front in

324 Reviews

evaluating the contributions made by its services and is not communicating those results to city officials, then the decisions for cuts may be made before the library has a chance to participate in the discussion, . . . [and that] . . . if the library is not actively engaged in evaluation, it may lose the opportunity to affect how it will be evaluated” (pp. 3-4).

One gets the impression that evaluations are defensive maneuvers. This would not be so much the case if the evaluation programs recommended by TELL IT were designed to disclose distinctive and valuable contributions made by the library. But on page 25 of the training manual we find the following examples of evaluation outcomes that might be reached using the prescribed approach.

Example 1 - “Vision: Community residents will find information they need to function fully in society. Mission: The library will assist the needs of citizens for prompt and accurate information. Objective: To increase subject fill rate from 75 % to 85 % by July 1, 199_~ ~. Impact: Users report that they are more effective in fulfilling community, occupations, or family roles because of information obtained through the public library. ”

Example 2 - “Vision: Creation of learning society. Children have a joy of learning. Mission: This library seeks to instill in children a love of learning. Objective: to increase by September 1, 199 the percentage of children entering school ready to learn From % to %. Impact: 1st grade teachers can begin at a more advanced level. Fewer children kept back from progressing to 2nd grade. ”

These examples raise a serious question whether those designing TELL IT have a sophisticated or even sensible approach to the evaluation of public library service.

Undoubtedly some librarians want manuals to help them solve political and financial problems and others want manuals to help them evaluate the library’s contribution to the community. I doubt these manuals are for both groups.