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MKT.10:3 - Forces
| Tension | What the evaluation must preserve |
|---|
| Immediate responses are easier to observe than useful results. | The distinction between exposure, response, acquisition, performance and benefit. |
| Customers and staff choose whom to contact or help. | Selection and other explanations of observed differences. |
| A decision is needed before all long-term effects are visible. | A bounded horizon, material delayed consequences and stated uncertainty. |
| More detailed data can improve a comparison while increasing burden. | The smallest adequate observation and permitted use of its information. |
| A positive effect can consume scarce support or arrive after bills are due. | Complete incremental work, dated flows and feasible delivery. |