In 1959, Donald Kirkpatrick set the foundation for what has become extensively used approach on training evaluation in the world. He has developed the Four Level Evaluation Model that provides a good evaluation tool for businesses, to measure effective trainings. His four – level model that measures reaction, learning, behavior, and results; it started as a 1954 PhD dissertation, recognized the standard in the learning and performance field. As professor emeritus at the University of Wisconsin, he advised some organizations on how to gauge their learning investments effectively. A study is conducted to 150 retail organizations to see the outcome that is based on the four level evaluation models for training evaluation .
The value recognized by customer and the associated relationship means a lot to brand for retail industries. Every year, one of the most common types of trainings that are given is the sales trainings. About 80 percent of companies do not measure the Return on Investment or ROI particularly on sales training. As reported, the sales – training programs have failed to create a long – term and evident impact on sales figures in general . An evaluation of the effectiveness of training is based on the objectives of the company; the model provided some effective ways on training evaluation, however, its success is only possible if allowed by the management and supervised by respective managers on an overall outcome. The employees’ 100 percent time and energy are significant to make the training valuable, if not, the model would be useless. There are some hesitations on evaluation in the part of some retailers, afraid to face negative results and to spend unnecessary costs, as well.
According to Lauren, she is required by her own organization to attend training sessions whether in person or online. In her opinion, if her company is to follow Kirkpatrick’s model, human resources are able to track the ROI made for any trainings to employees properly. Feedback is essential; however, it is not that necessary to measure how it helped in the company’s operations in regular basis. Lauren believed that if given a chance to plan a training program, she would administer a comprehensive examination; to provide the employer a chance to notice the time and energy that has been spent on trainings and to make sure that the employees have retained completely. Possible outcome is evaluated through a mandatory way, and the upper level management would present the outcome as annual reviews. Companies are very concerned on evaluation, as simple and practical, try the models.
Reference
Bohlander, G., & Snell, S. (2013). Managing Human Resources (16 ed.). Ohio: Thomson South-
Western, Cengage Learning.
Kirkpatrick, J. (2007, August 18). The Hidden Power of Kirkpatrick's Four Levels. T+D , 61 (8),
pp. 34-37.
Tan, K., & Newman, E. (2013). The evaluation of sales force training in retail organizations: A
test of Kirkpatrick's four-level model. International Journal of Management , 30 (2), 692-703. Retrieved from http://search.proquest.com/docview/1367069016?accountid=36334.
