Monday, December 5, 2011

Need for Product Evaluations Continues to Grow

There is a growing need for evidence of the effectiveness of products and services being sold to schools. A new release of SIIA’s product evaluation guidelines is now available at the Selling to Schools website (with continued free access to SIIA members), to help guide publishers in measuring the effectiveness of the tools they are selling to schools.

It’s been almost a decade since NCLB made its call for “scientifically-based research,” but the calls for research haven’t faded away. This is because resources available to schools have diminished over that time, heightening the importance of cost benefit trade-offs in spending.
NCLB has focused attention on test score achievement, and this metric is becoming more pervasive; e.g., through a tie to teacher evaluation and through linkages to dropout risk. While NCLB fostered a compliance mentality—product specs had to have a check mark next to SBR—the need to assure that funds are not wasted is now leading to a greater interest in research results. Decision-makers are now very interested in whether specific products will be effective, or how well they have been working, in their districts.

Fortunately, the data available for evaluations of all kinds is getting better and easier to access. The US Department of Education has poured hundreds of millions of dollars into state data systems. These investments make data available to states and drive the cleaning and standardizing of data from districts. At the same time, districts continue to invest in data systems and warehouses. While still not a trivial task, the ability of school district researchers to get the data needed to determine if an investment paid off—in terms of increased student achievement or attendance—has become much easier over the last decade.

The reauthorization of ESEA (i.e., NCLB) is maintaining the pressure to evaluate education products. We are still a long way from the draft reauthorization introduced in Congress becoming a law, but the initial indications are quite favorable to the continued production of product effectiveness evidence. The language has changed somewhat. Look for the phrase “evidence based”. Along with the term “scientifically-valid”, this new language is actually more sophisticated and potentially more effective than the old SBR neologism. Bob Slavin, one of the reviewers of the SIIA guidelines, says in his Ed Week blog that “This is not the squishy ‘based on scientifically-based evidence’ of NCLB. This is the real McCoy.” It is notable that the definition of “evidence-based” goes beyond just setting rules for the design of research, such as the SBR focus on the single dimension of “internal validity” for which randomization gets the top rating. It now asks how generalizable the research is or its “external validity”; i.e., does it have any relevance for decision-makers?

One of the important goals of the SIIA guidelines for product effectiveness research is to improve the credibility of publisher-sponsored research. It is important that educators see it as more than just “market research” producing biased results. In this era of reduced budgets, schools need to have tangible evidence of the value of products they buy. By following the SIIA’s guidelines, publishers will find it easier to achieve that credibility.

No comments:

Post a Comment