Werner

HUMAN RESOURCE
DEVELOPMENT, 7E

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 Evaluating HRD Programs
Chapter 7

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 Learning Objectives
 Define evaluation and explain its role in
HRD
 Compare different frameworks for HRD
evaluation
 Discuss the various types of evaluation
information available and compare the
methods of data collection
 Explain the role of research design in
HRD evaluation

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 Learning Objectives (cont.)
 Describe the ethical issues involved in
conducting HRD evaluation
 Identify and explain the choices available
for translating evaluation results into
dollar terms
 Calculate a utility estimate for a target
organization. Discuss how technology
impacts HRD evaluation

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 HRD Program Effectiveness
 What is meant by effectiveness?
 Is it the same thing as efficiency?
 How is effectiveness measured?
 What is the purpose of determining
effectiveness?
 What decisions are made after a program
is judged effective or ineffective?

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 Effectiveness
 A relative term
 Effectiveness is determined with respect
to the achievement of a goal or a set of
goals
 Must be determined with respect to the
goals of the program or programs being
examined

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 A Quandary
 Program can be effective in meeting some
goals
• Staying within budget
• Increasing a participant’s skills
 Program can be ineffective in meeting
others, such as improving customer
satisfaction
 How do you ensure effectiveness?

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 Effective vs Efficient

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© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain
product or service or otherwise on a password-protected website for classroom use.
© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain
product or service or otherwise on a password-protected website for classroom use.
 Figure 7-1:
Training and HRD Process
Assessment Design Implementation Evaluation

Assess needs

Prioritize Define Select

needs objectives evaluation
criteria

Develop
lesson plan Determine
evaluation
design
Develop/acquire
materials
Conduct
Deliver the
Select evaluation
HRD program
trainer/leader of program
or intervention
or intervention

Select methods
and techniques Interpret
results

Schedule the
program/intervention

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 Purpose of Evaluation
HRD evaluation:
“The systematic collection of descriptive and
judgmental information necessary to
make effective training decisions related
to the selection, adoption, value, and
modification of various instructional activities.”

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 Significant Points in Definition
Both descriptive and judgmental
information may be collected
• Descriptive information provides a picture of
what is happening or has happened
• Judgmental information communicates some
opinion or belief about what has happened

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 Significant Points in Definition
(cont.)
 Evaluation involves the systematic
collection of information
• According to a predetermined plan to ensure
that the information is appropriate and useful
 Evaluation is conducted to help make
informed decisions about particular
programs and methods

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 Evaluation Can Help
 Determine whether a program is accomplishing its
objectives
 Identify the strengths and weaknesses of HRD
programs
 Determine the cost-benefit ratio of an HRD program
 Decide who should participate in future HRD
programs
 Identify which participants benefited the most or
least from the program
 Gather data to assist in marketing future programs
 Establish a database to assist management in making
decisions
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 Other Major Factors
 If HRD staff cannot substantiate its
contribution to the organization, its
funding and programs may be cut
during the budgeting process,
especially when the organization faces
tough times
 Evaluation can build credibility with top
managers and others in the organization

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 Other Major Factors (cont.)
 Senior management often wants to know
the benefits of HRD programs
 Building credibility is a key aspect of
evaluation

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 How Often Are HRD Programs
Evaluated?
 Most company-sponsored training
At end of training
 Most used measures participant reaction
• Not always useful
• Need to compare performance before and
after training

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 Why Not Done Frequently?
 Conducting an evaluation is not easy
 Many external factors can affect whether
employee performance improves
 Makes it difficult to evaluate the impact of
just the training
 HRD managers afraid of criticism and
program cuts

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 Evaluation Prior to Purchase
 Many HRD and training programs are
purchased by organizations from third
parties
• They wouldn’t buy a program they didn’t
think was going to work
• They have evaluated the program before
buying it
 Equally important to evaluate after use

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 Changing Evaluation Emphasis
 Stage One focuses on anecdotal reactions
 Stage Two involves experimental
methodology
 Stage Three creatively matches research
methodology to organizational
constraints
 Stage Four shifts the focus of evaluation
from post-program results to the entire
HRD process
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 Table 7-1:
Evaluation Frameworks
Model Training Evaluation Criteria
Kirkpatrick Four levels:
(1967, 1987, • Reaction
1994) • Learning
• Job Behavior
• Results

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 Kirkpatrick’s Framework
 Reaction
• Did trainees like program?
• Did trainees think it valuable?
 Learning
• Did they learn what objections said they should
learn?
 Job Behavior
• Did they use learning back on job?
 Results
• Has HRD improved organization’s effectiveness?

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product or service or otherwise on a password-protected website for classroom use.
© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain
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 Table 7-1:
Evaluation Frameworks (cont. 2)
Model Training Evaluation Criteria
CIPP (Galvin, Four levels:
1983) • Context
• Input
• Process
• Product

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product or service or otherwise on a password-protected website for classroom use.
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 Table 7-1:
Evaluation Frameworks (cont. 3)
Model Training Evaluation Criteria
Brinkerhoff Six stages:
(1987) • Goal Setting
• Program Design
• Program Implementation
• Immediate Outcomes
• Intermediate or Usage Outcomes
• Impacts and Worth

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 Brinkerhoff’s Six Stages
 Goal Setting:
What is the need?
 Program Design:
What will work to meet the need?
 Program Implementation:
Is it working, with the focus on the implementation of the
program?
 Immediate Outcomes:
Did participants learn?
 Intermediate or Usage Outcomes:
Are the participants using what they learned?
 Impacts and Worth:
Did it make a worthwhile difference to the organization?
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 Table 7-1:
Evaluation Frameworks (cont. 5)
Model Training Evaluation Criteria
Holton (1996) Identifies five categories of variables
and the relationships among them:
• Secondary Influences
• Motivation Elements
• Environmental Elements
• Outcomes
• Ability/Enabling Elements

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 Table 7-1:
Evaluation Frameworks (cont. 6)
Model Training Evaluation Criteria
Phillips (1996) Five levels:
• Reaction and Planned Action
• Learning
• Applied Learning on the Job
• Business Results
• Return on Investment

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 Kirkpatrick and Industry
 Most organizations do not collect
information on all four types of outcomes
 About one-third of organizations use
Kirkpatrick’s model
 Some feel it only measures after training
 Others feel it is more of a taxonomy of
outcomes

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 Kirkpatrick’s Shortcomings
 Lack of explicit causal relationships among
the different levels
 Lack of specificity in dealing with different
types of learning outcomes
 Lack of direction concerning which
measures are appropriate to assess which
outcome measures

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