Are we measuring impact accurately? Identifying potential sources of bias in the evaluation of extension personnel and programs

Abstract Agricultural extension programs must demonstrate their value to compete for limited government funding. As extension professionals measure the value of their programs, the risk exists that the information they report will provide a biased or an inaccurate measure of value. We examine the evaluation process for extension programs and extension personnel to identify potential sources of bias or inaccuracies. We find that bias and inaccuracy in program evaluation often stems from a focus on short‐term outcomes, rather than long‐term impacts, while bias in personnel evaluation can result from information asymmetries that exist between extension personnel and their evaluators.