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Abstract

Practicing evaluators can be understood as representing the “brand” of evaluation, and as such face challenges with the negative connotations and overall confusion surrounding the field. Effectiveness engineering is presented as a sensitizing concept, a new way of seeing the subset of evaluation approaches that engage goals expanding beyond a determination of merit, worth, or significance. Emerging methodologies addressing systems and complexity, and two portals from Google that provide free data, are suggested as especially relevant resources for those that resonate with the “effectiveness engineering” concept. © Wiley Periodicals, Inc., and the American Evaluation Association