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Term2.png ARGUMENT
In evaluation, argument is the methodological reasoning used to persuade an audience of the value or worth of something. While they often do not find compelling conclusions, evaluations must appeal to an audience's finer senses and understanding to persuade observers that the findings of an evaluation are plausible and actionable. Evaluators rely on data and information collected during the evaluation to construct different arguments intended for different audiences and stakeholders of the evaluation. For instance, donors may find data showing an increase in knowledge and skills after UNITAR learning events as compelling evidence of the efficacy of Institute's training programmes. An evaluator not only convinces through demonstration, but must also provide evidence that is widely considered as being credible.[1]


  1. Goodyear K. Leslie. in Mathison, Sandra. Encyclopaedia of Evaluation, pp 171, Ed. University of British Columbia. Thousand Oaks, CA: Sage Publications, 2005.