training evaluation
TRANSCRIPT
Chapter6
Training Evaluation
Training doesn’t cost; it pays.
HRD is an investment, not an
expense. Training is one of the
most important necessities in
any business for which the
companies are willing to invest
their resources. Naturally the
outcomes are to be measured.
Organizations can’t manage
what they don’t measure. Thus
it is important to establish the
right performance measures
for all key investments.
Step 4Evaluate the
TrainingStep 2
Design the Training
Step 1 Identify the Needs
Step 3Implement the
Training
Training process
Cont….
Meaning
Training evaluation refers to activities aimed at finding out the effectiveness of
training programmes after they are conducted, against the objectives for which
such programmes were organized. Training evaluation techniques give us
solutions to answer questions like, where was the capability level of learners
before the programme and where is it now, what was intended to be achieved by
a particular programme and what is really achieved now; and what is the
monetary value of training outcome against the cost incurred for conducting the
said training programme. Training evaluation brings rationality, objectivity,
accountability and credibility to HRD by insisting on tangible and verifiable
outcomes.
It enables HRD functionaries to prove why they should not be retrenched from
service even during a market downturn.
Sl. No. Author and year Evaluation criteria
1 Kirkpatrick (1967, 1987, 1994)
Four levels: reaction, learning, job behaviour and results
2 CIPP (Galvin, 1983) Four levels: context, input, process and product
3 CIRO (Warr, 1970) Context, input, reaction and outcomes
4 Brinkerhoff (1987) Six stages: goal setting, program design, program implementation, immediate outcomes, intermediate or usage outcomes and impacts and worth.
5 Systems approach (Bushnell, 1990)
Four sets of activities: Inputs, Process, Out puts and Outcomes.
6 Kraiger, Ford, and Salas (1993)
A classification scheme that specifies three categories of learning outcomes (cognitive, skill based, affective) suggested by the literature and proposes evaluation measures appropriate for each category of outcomes.
7 Kaufman and Keller (1994) Five levels: Enabling and reaction, acquisition, application, organizational outputs and societal outcomes.
8 Holton (1996) Identifies five categories of variables and the relationships among them: secondary i nfluences, motivation elements, environmental elements, outcomes, ability/enabling elements.
9 Phillips (1996) Five levels: Reaction and Planned Action, Learning, Applied learning on the job, Business results, Return on investment.
Different Evaluation Models
Cont….
Donald Kirkpatrick’s Evaluation Model
The four level training evaluation model advocated about half
a century ago by Donald Kirkpatrick (1967), has helped HRD
professionals worldwide to a great extent in solving the myths
and mysteries of understanding training outcome.
The four levels of Kirkpatrick’s (1967), model are:
Level I - Reaction
Level II - Learning
Level III - Behaviour
Level IV - Results
Donald Kirkpatrick
Cont….
Level - 1
Reaction: At reaction level, evaluation is focused on how the trainees felt, and
their personal reactions to the training or learning experience. For example: did
the trainees like and enjoy the training? Did they consider the training relevant?
Was it a good use of their time? Did they like the venue, the style, timing, etc?
Level of participation, ease and comfort of experience, level of effort required to
make the most of the learning perceived practicability and potential for applying
the learning. This is useful information.
Evaluation at this level will convey to us only the satisfaction level of the trainees
and not what they have learnt. Examples of reaction level: typically ‘happy
sheets’ feedback forms based on subjective personal reaction to the training
experience, verbal reaction which can be noted and analyzed, post-training
surveys or questionnaires, grading by delegates, subsequent verbal or written
reports given by delegates to managers back at their jobs.
Cont….
Level 1
Reaction
Level 5
Return on Investment
Level 4
Results Level 3
Behaviour Level 2
Learning
What to look for in training evaluation?
Indicators of training success
Cont….
Level - 2
Learning: At the learning level, evaluation is aimed at the measurement of
increase in knowledge or intellectual capability after the training. Evaluation at
this level is based on, whether the trainees learn what is expected of a particular
programme? This is an important criterion, which many people in the
organization would expect an effective training programme to satisfy. Measuring
the learning may involve a quiz or a test.
Typically, assessments or tests before and after the training, interview or
observation can be used before and after although this is time-consuming and
can be inconsistent. Methods of assessment need to be closely related to the
aims of the learning. Reliable, clear scoring and measurements need to be
established, so as to limit the risk of inconsistent assessment. Hard copy,
electronic, online tests or interview style assessments are all possible.
Cont….
Level – 3
Behaviour: Behaviour evaluation is the extent to which the trainees applied the
learning and changed their work place behaviour. This can be seen immediately
or several months after the training, depending upon the situation. Did the
trainees put their learning into effect when they returned on the job? Were the
relevant skills and knowledge used? Was there a noticeable and measurable
change in the activity and performance of the trainees? Was the change in
behaviour and new level of knowledge sustained? Would the trainee be able to
transfer his learning to another person? Is the trainee aware of changes in his
behaviour, knowledge, and skill? This is also a critical measure of training
success. We have all come across many employees who know how to do a job
well, but chose not to do. If learning does not result in positive workplace
behaviour of the trainees then the training efforts would be a waste. Measuring at
this level may involve observing employees’ behaviour at work or the feedback
from customers, suppliers, bosses, peers, etc.
Cont….
Level – 4
Results: At this level, the evaluation focuses on the business or environment resulting from the improved performance of the trainee — it is the acid test. Evaluation at this level aims at finding out whether the training initiative has improved the organization’s performance effectiveness. Is the organization more efficient, more profitable, and better able to serve its clients or customers as a result of the training programme? Meeting this norm is considered as the bottom line. It is also the most challenging level to assess, given that many things beyond employee performance can affect organizational performance. At this level, the business data and financial data are analyzed to evaluate the training. Measures would typically be business or organizational. Key performance indicators are volumes, values, percentages, timescales, return on investment, and other quantifiable aspects of organizational performance. For instance, the number of complaints, staff turnover, attrition, failures, wastage, non-compliance, quality ratings, achievement of standards, accreditations, growth, retention etc.
Cont….
Level – 5
Organizations expect much more than results from training. Thus, Jack Phillips (1996) has suggested that evaluation must go beyond Level IV and focus on real measurement of return on investment. Robinson (1989), whose writing redirected the attention of trainers to business impact, exhorts trainers to become “performance consultants” and de-emphasizes training as an intervention. Robert Brinkerhoff (1987) uses data gathering and evaluation to make the training function more customer-focused and practice of continuous improvement.
Many trainers are of the view that ROI can easily be included in Kirkpatrick’s original fourth level ‘Results’. The inclusion and relevance of a fifth level is therefore arguably only relevant if the assessment of Return On Investment might otherwise be ignored or forgotten when referring simply to the ‘Results’ level.
Jack Phillips
Cont….
Table gives a quick idea about how to find outcome of training at the five levels discussed above.
Level of Evaluation How to find the Outcome?
Level 1-Reaction of the trainees Enquire from trainees orally, or use a feedback form at the end of the programme or at the end of each day/ session
Level 2-Learning occurred or not Ask questions to trainees orally, give a written test at the end of the programme or at the end of each session.
Level 3-Behaviour changed or not
Observe on the job or seek report from the supervisor, peers, customers, or subordinates, who are familiar with the post -training performance of the trainee.
Level 4- Results produced or not Look for the outcomes like increase in sales/productivity, or improvement in product quality/customer service or profitability.
Level 5- Return on investment got or not
Calculate what was the cost of training and what is the monetary value of performance outcome resulted on account of the said training.
Techniques for finding training outcomes
Cont….
Phillips (2005) suggests in this regard the following dimensions to assess ROI. The words in italics indicate the name of the training programme.
Absenteeism control/reduction: Absenteeism, customer satisfaction, job satisfaction
Business coaching: Productivity/output, quality, time savings, efficiency, costs, employee satisfaction, customer satisfaction
Career development/career management: Turnover, promotions, recruiting expense, employee satisfaction
Communications: Errors, stress, conflicts, productivity, employee satisfaction
Compensation plans: Costs, productivity, quality, employee satisfaction
Compliance programmes: Penalties/fines, charges, settlements, losses
Diversity: Turnover, absenteeism, complaints, charges, settlements, losses
Cont….
E-learning: Cost savings, productivity improvement, quality improvement, cycle times, error reductions, employee satisfaction
Employee benefits plans: Costs, time savings, employee satisfaction
Employee relations programme: Turnover, absenteeism, employee satisfaction, engagement
Gain sharing plans: Production costs, productivity, turnover
Labour-management cooperation programmes: Work stoppage, grievances, absenteeism, employee satisfaction
Leadership development: Productivity/output, quality, efficiency, cost/time savings, employee satisfaction, engagement
Marketing and advertising: Sales, market share, customer loyalty, cost of sales, wallet share, customer satisfaction
Meeting planning: Sales, productivity/output, quality, time savings, employee satisfaction, and customer satisfaction
Orientation: Early turnover, training time, productivity
Cont….
Personal productivity/Time management: Time savings, productivity, stress reduction, employee satisfaction
Project management: Time savings, quality improvement, budgets
Recruiting source (new): Costs, yield, early turnover
Retention management: Turnover, engagement, employee satisfaction
Safety incentive plan: Accident frequency rates, accident severity rates, first-aid treatments
Selection tool (new): Early turnover, training time, productivity
Self-directed teams: Productivity/output, quality, customer satisfaction, turnover, absenteeism, employee satisfaction
Sexual harassment prevention: Complaints, turnover, employee satisfaction
Six Sigma: Defects, rework, response time, cycle time, costs
Skill-based pay: Labour costs, turnover, absenteeism
Cont….
Strategy/policy: Productivity/output, sales, market share, customer service,
quality/service levels, cycle times, cost savings, employee satisfaction
Stress management: Medical costs, turnover, absenteeism, job
satisfaction
Technical training (job-related): Productivity, sales, quality, time, costs,
customer service, turnover, absenteeism, employee satisfaction
Technology implementation: Cycle times, error rates, productivity,
efficiency, customer satisfaction
Wellness/fitness: Turnover, medical costs, accidents, absenteeism
Cont….
Davidson (1998) also suggests a similar approach to measure ROI as per
Table. The table indicates some of the areas to look when trying to demonstrate
results.
HRD Programmes Possible Measurements
Training Programmes Productivity, sales, quality, time, costs, customer satisfaction, turnover
absenteeism, employee satisfaction
Compensation Programmes Labour costs, turnover, absenteeism (pay for performance)
Modified Work Structures Productivity, quality, customer (teams, project committees, etc.)
satisfaction, turnover, absenteeism, employee satisfaction, time to deliver
Recruiting Programmes Cost per hire, yield (percentage of candidates recruited), time-to-fill ratios
Total Quality Management Defects, rework, response time
Employee Support Programmes Absenteeism, employee satisfaction, employee referrals, productivity
Measuring ROI in HR
Phillips and Whalen (2000), have suggested certain criteria for effective ROI process as under: 1. The ROI process must be simple, without complex formulas, lengthy
equations and complicated methodologies.2. The ROI process must be economical with the capacity to be implemented
easily.3. The assumptions, methodology, and outcomes must be credible. 4. From a research perspective, the ROI process must be theoretically sound.5. The ROI process must account for other factors that have influenced output
variables.6. The ROI process must be appropriate to a variety of programmes.7. The ROI process must have a flexibility to be applied on a pre-programme
basis as well as a post-programme basis. 8. The ROI process must be applicable to all types of data including hard data
and soft data.9. The ROI process must include the costs of the programme.10. The ROI process must have a successful tract record in a variety of
applications.
Cont….
Data collection for Training EvaluationGood evaluation depends upon good data. Thus, collecting appropriate and valid data using scientific methods will help in doing acceptable evaluation. Table 4 shows the major source and techniques of data collection. There are different types of data available for training evaluation like individual performance details, performance details of an entire department or group and the increase in the economic value of the organization. It is not necessary that evaluation has to be done at all the four or five levels from reaction to return on investment. Depending upon the convenience and purpose; evaluation at any one or two levels would be sufficient. At reaction level, the data can be collected by oral reaction of the respondents, or it can be collected through a questionnaire during the last session of the training programme. Such questionnaire should ask questions on the subject expertise as well as methodology of teaching expertise of the trainers, sessionwise. The other questions will include the adequacy and quality of seating, lunch, tea, study material, stationary, audio-visual equipments and the relevance of the training.
Method Advantages Limitations
Interview Flexible, opportunity for clarification, depth possible, personal interaction
High reactive effects, high cost, face to face threat potential, labour -intensive, and time consuming.
Questionnaire Low cost, honest y increased if it is anonymous, respondent sets pace, variety of options
Possible inaccurate data, on the job responding conditions are not controlled, respondents set varying paces, return rate of questionnaire is difficult to control.
Direct observati on
Non-threatening, excellent way to measure behaviour change
Possibly disruptive, reactive effect possible, may be unreliable, trained observers needed.
Written test Low purchase cost, readily scored, quickly processed, easily administered, wide sampling possible
May be threatening, possible low relation to job performance, reliance on norms may distort individual performance, possible cultural bias.
Performance test Reliable, objective, close relation to the job performance
Time -consuming, simulation often difficult, high development cost.
Performance data
Reliable, objective, job based, easy to review, minimal reactive effects
Lack of knowledge of criteria for keeping or discarding records, information system discrepancies.
Methods of data collection for training evaluation
Designs of Training Evaluation One shot case study: This method involves evaluating the trainees only once at the end of the programme.One group pre-test/post-test design: In this method, a test is conducted prior to the training to assess the existing level of knowledge, skill or attitude of the trainees. Another test is conducted after the training and the actual effectiveness of training is found. One group time series: In this method, the trainees are tested for more than once before and after the training using different types of tests like paper-pencil, oral test, performance tests etc. Randomized non-equivalent control group design: It involves testing and comparing the scores of two groups once before the training and again after the training. Randomized equivalent control group design: In this method, participants are selected from identical groups and allotted randomly to control and experiment groups. Post-test only control group design: This method helps in preventing the contamination effects of pre-test sensitivities.