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Abstract
Contrasting approaches to the evaluation of careers education activities are outlined, one based on the organisational needs of careers services (an ‘accountability’ model), the other based on individual needs of careers advisers (a ‘developmental’ model). The case is considered for adopting educational research methods developed from the ethnographic research tradition, such as action research, to help careers advisers meet the challenges facing them in the development, delivery and evaluation of careers education in higher education. Practical experience is cited, together with some positive outcomes that have arisen from undertaking fieldwork research. The difficulties and dilemmas in carrying out such research are presented.