Amarpreet Kochhar Response Sheet No.

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Registration No. :69/22871 Question No :1
Paper No. :6

Q1. Briefly enumerate any five methods for measuring the outcome of training.

The process of examining a training program is called training evaluation. Training evaluation
checks whether training has met its objectives or not. Training evaluation ensures that whether
candidates are able to implement their learning in their respective workplaces or not. Training
evaluation starts during training program only. Training is not useful unless it has justified the
return on investment. Evaluation of training is done with the perspective of obtaining
information on the effect of training program. Evaluation process also helps the training
managers in developing future training strategy

Over years many models of evaluation have evolved which conduct the evaluation at following
levels.

1. Formative
2. Process
3. Outcome
4. Impact.

Evaluation methods can be either qualitative or quantitative. Broadly there are 5 methods used
in training evaluation:

Questionnaire – Most of the evaluation is done through various questionnaire. For REACTION
level evaluation the participant given a questionnaire where they judge the program at first
level:

 Did the participant enjoy the training?

 Did they like the trainer?
 Did they like the content
 Do they think they felt it was an appropriate use of their time?
 Do they think the material was relevant to their work?
 Did they like logistic arrangements of training?

For second level evaluation the participants are given questionnaire to attempt which are
known as Recall Questionnaire where they are judged on their knowledge after 2-3 months.
Through recall questionnaires retention of learning is also checked.

Interview – This involves open ended questioning method where the learner can answer
questions in as much detail as they wish to. Through interview technique the participant’s
reaction on training can be obtained. It can also provide input on in depth understanding of the
learner on a topic.
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Registration No. :69/22871 Question No :1
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Case Sampling – In this method different cases are identified and evaluated. For example a
survey data collected after a safety training program show few people who have made big
changes which further motivate others to implement training at work place.

Focus Group - A focus group is like an interview with a small group of people rather than only
one person. A semi-structured approach is most useful. About six to ten people can be
interviewed together and the interviews usually last from one-and-one-half to two hours. This
allows time for participants to discuss about eight to ten questions. The focus group technique
is a highly efficient way to conduct evaluation. We can receive information from many people
at the same time.

Observation - Another way of collecting qualitative data is to go on-site and observe people
there. Depending on the evaluation need, everything can be captured, including the physical
environment, social organization, program activities, as well as behaviors and interactions of
people. For example for evaluating safety programs as an external evaluator observation
technique is very useful.

Appropriately used Training evaluation method can help elucidate the steps between the
intervention and the final outcome, including implementation and intermediate outcomes.
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Participant’s Reaction

This is most basic evaluation of training measures satisfaction. The trainer hands out a survey
at the end of the program to see how the participants reacted to the training. It specifies:

Transfer of Learning:

The second level of evaluation is knowledge acquisition. In our experience, many work-related
training courses do not have an examination attached. A valid and reliable examination
following training can help determine if the content was learned or not. It can flag participants
that did not acquire the learning and further support those who did (potentially making them
mentors). Also, it can flag trends of areas that may require further training or additional
coaching. What specific knowledge and skill(s) do you want the participants to develop? As an
example, our Increase telephone conversion rates course examination, also completed by
participants online, asks questions like:

 What is the goal of the first phone call?

 What specific pieces of information do you need from the caller, before you qualify
them?
 What do you do if someone asks you how much it costs at the start of the call?
 What are some examples of a dominant buying motive for your product or service?
 Provide a good example of a bridging statement when moving from Opening to Closing
the call?
 If you cannot book the appointment on the first call, what is the first option you will
provide callers with?
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Registration No. :69/22871 Question No :1
Paper No. :6

We find that participants take training more seriously when they know they will be requested
to demonstrate what they learned after the training. So, we send participants the exam within
a week of training, grade their responses, and share these with their line managers. This can
help ensure that any gaps in knowledge can be quickly sown up so that participants don’t pick
up new, poor habits.

3 Behavioural application

Most training providers don’t look past surveys that reveal whether participants liked the
training or not. It is not a popularity contest. It is about measuring real business impacts.

The third level of evaluation answers the question – are they applying what they learned. What
behaviours are you seeking to change as the knowledge and skills are applied on the job
following training? For our custom training programs, we evaluate behaviour (level 3), in
addition to reaction (level 1) and knowledge acquisition (level 2).

For example, for our Custom Increase telephone conversion rates course, we conduct at least
10 mystery calls before that training, record them and grade them according to the learning
objectives of our course. After training, we conduct a further 10 mystery calls and compare
their results with the results from the pre-training and present this report to management.

This, more than anything else, can demonstrate the degree to which participants apply their
new knowledge in the real world. This can provide clear evidence of who is applying the
training and who is not, and can lead management to correct misapplication, and reward close
application after training.

4Measurable business improvement

At the end of the day, business training is about generating a business improvement. What
specific business measures or KPIs (key performance indicators) do you want to change or
improve as a result of the training? Our Increase telephone conversion rates course, for
example, has the following business improvement aims:

 An increase in enquiry to consultation conversion rate

 A decrease in enquiry to consultation time lag
 An increase in lead list building (by collecting more lead information on calls)
 An increase in consultations booked
 An increase in deposits billed
 An increase in sales
 A decrease in appointment cancellations

5Return on investment (ROI)

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Registration No. :69/22871 Question No :1
Paper No. :6

The last level of evaluation training relates to return on investment. What specific return on
investment are you after as a result of the training? To evaluate your return on investment on
healthcare telephone training for example, we suggest you

 Take the course fee (cost)

 Add the facility fee (cost)
 Add staff wages that were spent during the course (cost)
 Add the opportunity cost of staff time spent during the course (cost)
 Measure the business improvement (e.g. measure the business impact of the telephone
conversion rate before and after the training to arrive at net gains in financial terms)
 Consider the financial gains in the long term (3 months, 6 months, 12

Usually, return on investment follows a business impact, a business impact follows application,
application follows learning, and learning follows satisfaction with training. Choose a training
company that understands how to evaluate training properly, and you can be confident that
they monitor their client’s results, and improve their training protocols as a consequence.