Training Evaluation

Chapter 6

6th Edition
Raymond A. Noe
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Introduction
Training effectiveness: Benefits that the company and the
trainees receive from training
Training outcomes or criteria: Measures that the trainer
and the company use to evaluate training programs

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Introduction
Training evaluation: The process of collecting the
outcomes needed to determine if training is effective
Evaluation design: Collection of information, including
whom, what, when, and how, for determining the
effectiveness of the training program

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Reasons for Evaluating Training
Companies make large investments in training and
education and view them as a strategy to be successful;
they expect the outcomes of training to be measurable
Training evaluation provides the data needed to
demonstrate that training does provide benefits to the
company
It involves formative and summative evaluation

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Formative Evaluation
Takes place during program design and development
It helps ensure that the training program is well organized
and runs smoothly; and
Trainees learn and are satisfied with the program
It provides information about how to make the program
better; it involves collecting qualitative data about the
program
Pilot testing: Process of previewing the training program
with potential trainees and managers or with other
customers

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Summative Evaluation
Determines the extent to which trainees have changed as a
result of participating in the training program
It may include measuring the monetary benefits that the
company receives from the program (ROI)
It involves collecting quantitative data such as tests, ratings
of behavior, or objective performance measures (volume of
sales, number of accidents).

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Summative Evaluation
A training program should be evaluated:
To identify the program’s strengths and weaknesses (did the
program meet learning objectives, was the quality of
learning environment satisfactory?)
To assess whether content, organization, and administration
of the program contribute to learning and the use of training
content on the job
To identify which trainees benefited most or least from the
program

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Summative Evaluation
To determine the financial benefits and costs of the program
To compare the costs and benefits of:
 Training versus non-training investments
 Different training programs to choose the best program

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Figure 6.1 - The Evaluation
Process

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Outcomes Used in the Evaluation of Training
Programs
Reaction outcomes (perception of trainees)
It is collected at the program’s conclusion
Learners’ satisfaction is measured
Ex: Comfortable training room, useful material, instructor
How: surveys, interviews
Cognitive outcomes (what is learned)
Determine the degree to which trainees are familiar with the
content
principles, techniques, and processes emphasized in the
training program are measured
Ex: electrical principles, safety principles
How: pencil-and-paper tests, work samples
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Outcomes Used in the Evaluation of Training
Programs
Skill-based outcomes (learning and using skills)
The extent to which trainees have learned skills can be evaluated
by observing their performance in work samples such as
simulators
Interpersonal, technical or motor skills or behaviors are
measured
Ex: Landing an airplane, listening, sawing wood
How: tests, observations, self, peer, manager or customer ratings
Affective outcomes
If trainees were asked about their attitudes on a survey, that
would be considered a learning measure
Attitudes and motivation are measured
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Ex: tolerance for diversity, safety attitudes, customer service
Outcomes Used in the Evaluation of Training
Programs
Results: Used to determine the training program’s payoff
for the company
Payoffs for the company are measured.
Ex: Productivity, quality, cost, customer satisfaction
How: Observation, performance data
Return on investment
Direct costs: Salaries and benefits for all employees
involved in training; program material and supplies;
equipment or classroom rentals or purchases; and travel
costs
Indirect costs: Not related directly to the design,
development, or delivery of the training program
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Benefits: Value that the company gains from the training
Determining Whether Outcomes are Appropriate
Criteria The extent to which training outcomes are related to the learned
Relevance capabilities emphasized in the training program.
Criterion contamination - the extent that training outcomes measure
inappropriate capabilities or are affected by extraneous conditions.
Criterion deficiency - the failure to measure training outcomes that were
emphasized in the training objectives.

Reliability The degree to which outcomes can be measured consistently over time.

Discrimination The degree to which trainees’ performance on the outcome actually

Practicality The ease with which the outcome measures can be collected.

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Figure 6.2 - Criterion Deficiency, Relevance,
and Contamination

Outcomes
Identified by
Outcomes
Measured in Outcomes Needs Assessment
Related to and Included
Evaluation
Training in Training
Objectives Objectives

Contamination Relevance Deficiency

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Evaluation Practices
It is important to recognize the limitations of choosing to
measure only reaction and cognitive outcomes
To ensure an adequate training evaluation, companies must
collect outcome measures related to both learning and
transfer

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Figure 6.4 - Training Program Objectives and
Their Implications for Evaluation

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Evaluation Designs
Threats to validity: Factors that will lead an evaluator to
question either the:
Internal validity: The believability of the study results
External validity: The extent to which the evaluation results
are generalizable to other groups of trainees and situations

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Table 6.6 - Threats to Validity

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Methods to Control for Threats to Validity
Pretests and post-tests: Comparison of the post-training
and pretraining measures can indicate the degree to which
trainees have changed as a result of training
Use of comparison groups: Group of employees who
participate in the evaluation study but do not attend the
training program
Hawthorne effect
Random assignment: Assigning employees to the
training or comparison group on the basis of chance alone

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Types of Evaluation Designs
Post-test only: Only post-training outcomes are collected
Appropriate when trainees can be expected to have similar
levels of knowledge, behavior, or results outcomes prior to
training
Pretest/post-test: Pretraining and post-training outcome
measures are collected
Used by companies that want to evaluate a training program
but are uncomfortable with excluding certain employees

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Types of Evaluation Designs
Pretest/post-test with comparison group: Includes
trainees and a comparison group
Differences between each of the training conditions and the
comparison group are analyzed determining whether
differences between the groups were caused by training

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Types of Evaluation Designs
Time series: Training outcomes are collected at periodic
intervals both before and after training
It allows an analysis of the stability of training outcomes
over time
Reversal: Time period in which participants no longer
receive the training intervention
Solomon four-group: Combines the pretest/post-test
comparison group and the post-test-only control group
design
This design controls for most threats to internal and external
validity

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Determining Return on Investment
Cost-benefit analysis: Process of determining the
economic benefits of a training program using accounting
methods that look at training costs and benefits
ROI should be limited only to certain training programs,
because it can be costly
Determining costs
Methods for comparing costs of alternative training
programs include the resource requirements model and
accounting

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 Determining Return on Investment
Determining benefits – Methods include:
Technical, academic, and practitioner literature
Pilot training programs and observance of successful job performers
Observance of successful job performers
Estimates by trainees and their managers
To calculate ROI
Identify outcomes
Place a value on the outcomes
Determine the change in performance after eliminating other potential
influences on training results
Obtain an annual amount of benefits
Determine the training costs
Calculate the total benefits by subtracting the training costs from benefits
(operational results)
Calculate the ROI by dividing operational results by costs
 The ROI gives an estimate of the dollar return expected from each dollar invested in
training
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Table
6.11-
Determining
Costs for a
Cost Benefit
Analysis

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Table 6.13-Examples of ROI’s

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Success Cases and Return on Expectations
Return on expectations (ROE): Process through which
evaluation demonstrates to key business stakeholders that
their expectations about training have been satisfied
Success cases: Concrete examples of the impact of
training that show how learning has led to results that the
company finds worthwhile

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Table 6.14 - Training Metrics

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