Performance Objectives

Documents

The documents below are provided as supplements to the information on this page. 

Developing Performance Objectives

A performance objective is a specific, detailed expression of the expected attainment of non-learning tasks (e.g., satisfaction with service, attendance levels). Learning objectives are only required for academic programs (degrees, certificates, minors), and most other units will only have performance objectives. 

I. Using Guiding Questions

Effective assessment should answer:

  • What are you doing or trying to do?
  • How well are you doing it? (You won't know for sure unless you're assessing/measuring it.)
  • How can you improve what you are doing?
  • What and how does the unit contribute to the development and growth of students or to the institution?

II. Writing Performance Objectives

Engaging in the assessment process enables units to obtain data that can be used to inform the improvement of processes, functions, and services. These improvements can have positive impacts on students, staff, faculty, and other stakeholders who interact with the unit. Ideally, department leadership should collaborate with staff members to determine objectives that are critical to the department. These objectives should then guide continuous improvement efforts.

Meaningful objectives:

  • Focus on making the unit more effective
  • Focus on quality, not quantity
  • Focus on significant areas / will be used to inform significant decisions
  • Are clear enough for colleagues, stakeholders, and students to understand them
  • Are observable / measurable
  • Are short and impactful 

Using the SMART method can help ensure quality performance objectives. A SMART objective is:

  • Specific (clear; descriptive; contains an action verb)
  • Measurable (observable; feasible to collect data)
  • Attainable (ambitious but reasonable)
  • Results-oriented (describes the expected standards/targets)*
  • Time-bound (describes the expected time period for accomplishing)*

*It is okay if the performance objective does not give a specific date; it could be something simple like, "by the end of the Fall 2023 semester," or it may be unknown at the time of writing the objective. Also, since the target has its own field in the Anthology Planning system, it is okay if a performance objective does not include it. It is also okay to include the target briefly in the performance objective but then provide additional details in the target field. The examples below are good examples of including these elements briefly. 

  • By May 15, 2023, 85% of undergraduate students who are on academic probation at SHSU will have a signed academic recovery plan on file. 
  • Residence Life will increase the percentage of students who are satisfied with their Resident Advisors by at least 10% over the previous academic year.

III. Developing KPIs & Targets (Measuring Performance Objectives)

Each of the performance objectives created needs to be measurable. For example, we know that we want our clients to be satisfied, but how will we know they are? This is where the Key Performance Indicator (KPI) and target for the objective come in. The KPI is the method, instrument, process, or technique used to measure and evaluate a performance objective, and the target is the benchmark, value, or result that will represent success at achieving the objective. 

If possible, objectives should have more than one assessment method to increase the reliability of the findings. Ideally, assessment plans should include both direct and indirect methods, with an emphasis on direct methods. However, the types of objectives and methods will vary depending on the unit and its purpose/goals.

KPIs: Direct & Indirect Methods

Direct methods are designed to assess efficacy of services, programs, or initiatives. Indirect methods are designed to collect results related to attitudes, perceptions, or opinions about unit processes, services, and experiences.

  • Examples of direct methods: institutional data, enrollment data, graduation rate and retention statistics, usage statistics, website traffic, external reviews or audits, response times, financial reports, stakeholder participation numbers/percentages
  • Examples of indirect methods: faculty and staff surveys, alumni surveys, satisfaction or event surveys, interviews, focus group discussions

In the Anthology Planning system used at SHSU, this information is included in the KPI plan item. The KPI should describe the source of data (e.g., client survey), the evaluation scale (e.g., Likert scale), and any contextual information (e.g., how data will be gathered and by whom, who will review and analyze results, etc.).

Example KPI: Dining Services will distribute a survey via Qualtrics in November of each academic year to all faculty, staff, and students. The survey will assess satisfaction and collect feedback on dining services and food offerings. Satisfaction questions will be rated on a four-point scale: 1 = Very Dissatisfied, 2 = Dissatisfied, 3 = Satisfied, 4 = Very Satisfied. The director of Dining Services is responsible for distributing the survey and collecting and analyzing the results. 

Targets

A target is the benchmark, value, or result that will represent success at achieving the performance objective. 

Be sure to include contextual information to explain how the target for success was selected and how it is appropriate for the objective. For example, were existing data used as a baseline? Were data from peer institutions or guidance from organizations in your field used as a benchmark? Did you meet the target in the last cycle and decide to increase it? 

Example target: 80% of survey respondents will indicate that they are Satisfied or Very Satisfied with the service they receive at on-campus dining locations. The National Dining Service Association requires at least 75% satisfaction for compliance.

For additional assistance developing and measuring performance objectives, reach out to our team at assessment@shsu.edu. We are happy to provide assistance or training to individuals or groups.