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A Guide That Shows How to Capture the Value of Learning
"Clearly the Phillips are the established experts, and in this book offer tested, step-by-step ways to succeed and gain the necessary organizational support for learning. Just to underscore the importance that a number of us at Capella University place in the Phillips' work, we are proud to use their methods and tools in our courses to allow our learners to obtain ROI certification as part of our masters and doctoral programs in Training and Performance Improvement. I recommend this book to anyone interested in proving the value of learning."
—Michael J. Offerman, president, Capella University
"Understanding the value of learning is critical for all business professionals. This book provides specific tools and techniques for evaluating learning effectiveness. A must read for anyone interested in the value of learning."
—Tamar Elkeles, Ph.D., vice president, Learning and Development, QUALCOMM
List of Exhibits, Figures, and Tables.
Chapter One: Building a Comprehensive Evaluation Process.
Chapter Two: Defining Needs and Objectives: Ensuring Business Alignment.
Chapter Three: Measuring Inputs and Indicators.
Chapter Four: Measuring Reaction and Planned Action.
Chapter Five:Measuring Learning and Confidence.
Chapter Six: Measuring Application and Implementation.
Chapter Seven: Measuring and Isolating the Impact of Programs.
Chapter Eight: Identifying Benefits and Costs, and Calculating ROI.
Chapter Nine: Measuring the Hard to Measure and the Hard to Value: Intangible Benefits.
Chapter Ten: Reporting Results.
Chapter Eleven: Implementing and Sustaining a Comprehensive Evaluation System.
Appendix: How Results-Based Are Your Workplace Learning and Performance Programs? An Assessment for the L&D Staff .
About the Authors.
Posted July 22, 2008
Patti Phillips is fond of saying that finding the return on investment in workplace learning and performance programs via both quantitative and qualitative methods is simply ¿telling the story.¿ She and her husband Jack, who is widely credited with conceiving and applying a fifth level¿ROI¿to Kirkpatrick¿s four levels of evaluation, have written their best book yet encapsulating everything a trainer needs to ¿show me the money.¿ Donald Kirkpatrick, professor emeritus at the University of Wisconsin, first defined the four levels training evaluation in his 1975 book (since revised), Evaluating Training Programs. The four levels: reaction, learning, behavior, and results, have become the most widely used and popular model for the evaluation of training and learning. What Kirkpatrick¿s model didn¿t measure, however, was how the data are collected, analyzed, and reported. Jack Phillips developed a methodology to provide bottom-line figures and accountability for all types of learning, performance improvement, human resource, technology, and public policy programs. The Value of Learning walks the reader through the rationale behind the need to build a comprehensive evaluation process (chapter one) and defining the needs and objectives that ensure business alignment (chapter two). Chapter three discusses the data, the measuring of inputs and indicators that are the heart and soul of the ROI equation. Chapters four through seven discuss the four levels of evaluation, answering not only the ¿why,¿ but the challenges, sources of data, measuring techniques, and how to construct action plans. The heart of the book is chapter eight, which treats return on investment in depth, including how to convert output data to money, and why monetary value is needed to understand problems. Intangible measures such as customer service, employee attitudes, and stress¿which drive funding and are the foundations of organizations¿and whether they could or should be converted to monetary values are the topic in chapter nine. Finally, a process for communicating ROI results (chapter ten) and a discussion of the issues surrounding the implementation and sustainability of a comprehensive evaluation system (chapter eleven) tie a nice bow on the Phillips¿ case that workplace learning and professionals can and should be able to ¿show me the money.¿ I found The Value of Learning to be an easy-to-understand and well-written roadmap for a workplace learning professional to discover the ¿what,¿ the ¿why¿ and the ¿how-to¿ in implementing ROI as a way to demonstrate the accountability and value of our programs. As they authors say, ¿organizations are moving up the value chain, away from measuring reaction and learning to measuring application, impact, and occasionally ROI¿organizations with comprehensive measurement and evaluation systems in place have enhanced their program budgets.¿Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.