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An audience is the identified receiver of the findings or knowledge products (evidence, conclusions, judgments, or recommendations) from the evaluative investigation. One can think of a hierarchy of audiences—primary, secondary, and so on. The primary audience is an individual or group to which the findings are directed during the evaluation. Early identification of a key individual who has influence in an organization can significantly affect the utilization of evaluation findings in that organization, and there is evidence that influential groups can be similarly influential.

John M. Owen
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