The various arts and sciences that comprise the field of program evaluation are discussed. It is argued that emphasis on rigor and expressive content has left other aspects of evaluation unexplored. Educational evaluators need to consider what programs mean and how they contribute to understanding. (SLD)

A good formative evaluator, who helps programs become as effective as possible, behaves remarkably like a good personal coach. Nine ways in which a formative evaluator can help a program manager are listed, and implications for practicing evaluators and the evaluation profession are detailed. (SLD)