How to assess eLearning effectiveness?

 How to assess eLearning effectiveness?
By Andrés Cabezas
Account Manager
Assess the effectiveness of a training program e-Learning is important for administrators of corporate training because it allows to analyze the scope of the program, the benefits and improvements that could be made. The Kirkpatrick model is a systematic way of measuring the effectiveness of any training in 4 progressive levels: reaction, learning, behavior and results
Have you ever wondered how to evaluate the effectiveness of e-Learning, how to demonstrate that the investment is supporting business results? ...
With all the known advantages that corporate e-Learning provides for scalability, consistency, time reduction, cost reduction, increased productivity, profitability and impact on others, it is necessary that training area managers know how to measure effectiveness of e-Learning for finding that the project really adds value and thus ensure complete success in an e-Learning strategy involving different areas of a corporation. 

 

  There are several models to evaluate the effectiveness of training with either instructor or through e-Learning. Studying some authors writing about the article by Judith Strother of International Review of Research in Open and Distance Learning offers a fairly complete choice about it because not only is based on the classical model of Kirkpatrick but also adds a level over assessment referred to ROI or ROI. So take your study as the main reference.
"Hall and LeCavalier economic savings of some firms that converted their traditional training methods to e-Learning: IBM saved $ 200 million in 1999 offering 5 times the learning at one third the cost of the previous method. Using a blend of Internet-based instruction (80%) and face (20%) Ernst & Young reduced training costs by 35% while improving consistency and scalability. Rockwell Collins reduced training costs by 40% with only a conversion rate of 25% to Internet-based training (Web based training). There are many other success stories. However, it is also true that some firms spend large amounts of money on e-Learning and do not receive the expected economic benefits "Judith Strother (April 2002) An Assessment of the effectiveness of e-Learning in Corporate Training Programs. International Review of Research in Open and Distance Learning: 3, 1 www.icp.org.
A classic model for those working in the corporate training industry, is that Donald Kirkpatrick stated many years ago and now provides an evaluation of the traditional training provided in a classroom with instructor, as the electronic learning or e -Learning that can be carried out by Internet, Intranet or CD-ROM. This model consists of four progressive levels:

levels



steps



follow up







Level 1



reaction



What do you think of the training?







Level 2



learning



Did you learn anything?







Level 3



behavior



What are applying to work?







Level 4



result



How much does the business with this training?



As discussed Strother, another level (level V) regards the ROI or Return on Investment and which must perform a cost-benefit study. In this sense, states that the evaluation data, the results are converted into monetary values ​​to be compared with the costs of the training program at level V. Consider then in more detail what these levels.


Level I. Reaction of students
In this first level, students evaluate training when they complete the entire program. The main objective of this measure is to find valuable information and not just the individual know if you liked the course. One could ask whether their expectations filled if found insufficient exercise, if you liked the treatment of the subject and a number of questions. It is difficult for you to measure learning at this point, what you can learn is simply the reaction of students. Some companies make their online surveys if e-Learning Internet, or added at the end of the courses and ultimately give the paper its users.
Level II. Learning results
This is the level at which measurable learning outcomes: whether students gained the knowledge, skills and attitudes that were raised in the learning objectives. For this, in his books Kirkpatrick recommended pre-and post-training test to compare the results and observe the effect of training first. For researchers in the field, this type of evaluation is not as common as I level but still is used. With regard to the information obtained from this evaluation, Strother argues that "while some studies show great benefits in favor of classroom instruction, research results show increasing benefits for e-Learning in general."




Level III. Behaviour in the workplace
When a Human Resources Manager or Area Manager training opt for e-Learning program, one of the main questions is whether through this type of training, knowledge and skills, may be retained and applied to the daily work. In this regard, this level of Kirkpatrick evaluation seeks to determine whether the student behavior could change as a result of learning.
Kirkpatrick recommends in his bibliography, this evaluation is done some months after training so that students can apply what they learned in their work environment. According to researchers, the most widely used means to assess this level are observational surveys or interviews that often the student, supervisor or even customers. The important thing is to prove a change in behavior as a result of the training.
Some examples of questions to assess a training program in customer service could include:
Does the agent itself greeted the customer with the appropriate non-verbal communication?
Does the agent offer the customer the promotion of the week?
Did the agent how to respond to customer complaints?
Level IV. Business Results
The final level of Kirkpatrick is evaluating the impact of training in business, one of the most important challenges in charge of training. According to Kirkpatrick, the number of variables and factors affecting it very difficult to assess the direct impact of training in the business. This applies to both face training to e-Learning. However, depending on the type of course some variables could be measured. For example, if a training for the sales force is made, companies can measure the change in sales volume, the reduction in the sales cycle or profitability on each sale. If training is about using any information system, the result can be measured by the reduction in support calls or reduction in time to complete reports or transactions.
Level V. ROI
Calculate the return on investment is the level that Strother adds in his article the classical model of Kirkpatrick. According to Strother, "Using Level IV data evaluation, the results are converted into monetary values ​​and compared with the cost of traditional training to get the return on investment."
ROI studies indicate a positive return for companies that implement e-Learning, although most studies show a positive return based solely on cost reduction. It is also important that studies of ROI analysis may include benefits. Thus, one can identify improvements in cost and at the same time, benefit changes.
conclusion
Assess the effectiveness of a training program e-Learning is important for administrators of corporate training because it allows to analyze the scope of the program, the benefits and improvements that could be made. The Kirkpatrick model is a systematic way of measuring the effectiveness of any training in 4 progressive levels: reaction, learning, behavior and results. In his article, Strother concludes: "Until a more solid research methodology is developed to measure the results of e-Learning, we can rely on qualitative feedback from those who are using e-learning for their skills. Companies consider online education as effective, cost affordable, convenient, and the best way to convey corporate education. Recent studies seem to show that the e-Learning language in a business is a Win-Win for all students, the Corporation and the customers served by the Corporation. "








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