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Think about the best possible example of a product of service of the same type. For example, for a hotel you would expect great accomodations, cleanliness, value for money and excellent service.
Once you have those benckmarks in place they can be used to evaluate any hotel. Remember that you must provide clues to advocate your judgements.
The judgement aspect is where you establish whether or not the benchmarks have been met. In our hotel example, if you make the judgement that the quality of food does not meet expectations, then you should be prepared to provide evidence to support why this conclusion has been drawn.
The main purpose of writing an evaluation essay is to present an overall view of the quality of a particular item, service, or business.
It is natural for this type of essay to feature some element of the writer’s opinion, but when done correctly an it should not come across as opinionated.