This article presents an overview, description, and assessment of the Associative Group Analysis method for studying conceptual development and changes in belief systems. Three specific applications to evaluation research tasks are used to illustrate its potential. AGA is found to be particularly useful when cross-cultural issues, beliefs, integration, and adaptation are at issue. Evaluators are encouraged to explore AGA's utility. valuation researchers are often called upon to measure changes in conceptual development. Scholars dealing with education, cross-cultural analysis, acculturation, assimilation, and social changeoriented interventions require sophisticated methodologies to assess various dimensions of belief systems. Unfortunately, most measures focus upon attitudes only or meaning components only. In the late 1960s, Lorand B. Szalay, a social psychologist, addressed this problem by developing a new, more comprehensive methodology for studying meaning and belief systems. In the fifteen years since this development, several attempts have been made to apply this method to evaluation problems. This article presents, first, an overview of the Associative Group Analysis (AGA) method; second, a short summary of selected applications to evaluation; and, third, an assessment of the method's potential utility as a tool for evaluation research.