Sales Training Consultants
Performance Through People
MEASURING SALES TRAINING SUCCESS
- Level 2 - Learning
This is the extent to which participants change attitudes, improve knowledge, and increase skill as a result of attending the program. It addresses the question: Did the participants learn anything? The learning evaluation require post-testing to ascertain what skills were learned during the training.
In addition, the post-testing is only valid when combined with pre-testing, so that you can differentiate between what they already knew prior to training and what they actually learned during the training program.
Measuring the learning that takes place in a training program is important in order to validate the learning objectives. Evaluating the learning that has taken place typically focuses on such questions as:
- What knowledge was acquired?
- What skills were developed or enhanced?
- What attitudes were changed?
Learner assessments are created to allow a judgment to be made about the learner's capability for performance. There are two parts to this process: the gathering of information or evidence (testing the learner) and the judging of the information (what does the data represent?). This assessment should not be confused with evaluation. Assessment is about the progress and achievements of the individual learners, while evaluation is about the learning program as a whole.
Evaluation in this process comes through the learner assessment that was built in the design phase. Note that the assessment instrument normally has more benefits to the designer than to the learner. Why? For the designer, the building of the assessment helps to define what the learning must produce. For the learner, assessments are statistical instruments that normally poorly correlate with the realities of performance on the job and they rate learners low on the "assumed" correlatives of the job requirements. Thus, the next level is the preferred method of assuring that the learning transfers to the job, but sadly, it is quite rarely performed.
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