Purpose of the Guiding Principles: The Guiding Principles is to reflect the core values of the American Evaluation Association (AEA) and are intended as a guide to the professional ethical conduct of evaluators. The Principles address systematic inquiry, competence, integrity, respect for people, and common good and equity. The Principles are interdependent and interconnected. At times, they may even conflict with one another. Therefore, evaluators should carefully examine how they justify professional actions.