Sales Training Consultants
Performance Through People
MEASURING SALES TRAINING SUCCESS
- Level 3 - Behaviour
In Kirkpatrick's original four-levels of evaluation, he names this level "behavior." However, behavior is the action that is performed, while the final results of the behavior is the performance. Gilbert said that performance has two aspects -- behavior being the means and its consequence being the end (1998). If we were only worried about the behavioral aspect, then this could be done in the training environment. However, the consequence of the behavior (performance) is what we are really after -- can the learner now perform in the working environment?
This evaluation involves testing the students capabilities to perform learned skills while on the job, rather than in the classroom. Level three evaluations can be performed formally (testing) or informally (observation). It determines if the correct performance is now occurring by answering the question, "Do people use their newly acquired learnings on the job?"
It is important to measure performance because the primary purpose of training is to improve results by having the students learn new skills and knowledge and then actually applying them to the job. Learning new skills and knowledge is no good to an organization unless the participants actually use them in their work activities. Since level three measurements must take place after the learners have returned to their jobs, the actual Level three measurements will typically involve someone closely involved with the learner, such as a supervisor.
Although it takes a greater effort to collect this data than it does to collect data during training, its value is important to the training department and organization as the data provides insight into the transfer of learning from the classroom to the work environment and the barriers encountered when attempting to implement the new techniques learned in the program.
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