Measuring the Success of Learning Through Technology , livre ebook

Association for Talent Development - Phillips Jack J. , Patricia Pulliam Phillips , Tamar Elkeles

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180 pages

English

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Learn to measure the results of your technology-based learning programs with this step-by-step guide.

Few would dispute the convenience, cost, and efficiency of learning through technology. Whether e-learning, blended learning, or mobile learning, it’s usually just in time, just enough, and just for the user. The challenge with e-learning lies in proving its value and showing the results. The cost savings and the outcome of the learning program must be considered to determine the true value of these programs. Renowned ROI experts Jack and Patti Phillips have joined with Tamar Elkeles, the chief learning officer for Qualcomm, to provide this guide for measuring the success of e-learning programs.

By following the steps prescribed in this book, designers and developers can significantly affect the success of e-learning at the application and impact levels, ultimately making the ROI easy to develop. Part I of the book outlines the steps that make up the logical approach to evaluation using the ROI Methodology. Part II describes how the methodology has been applied in real-life case studies. These studies represent a variety of industries and applications and are written by experienced professionals in the field of learning and development.

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Publié par	Association for Talent Development
Date de parution	08 août 2014
Nombre de lectures	0
EAN13	9781607284253
Langue	English
Poids de l'ouvrage	2 Mo

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© 2014 American Society for Training & Development (ASTD)
All rights reserved. Printed in the United States of America.
No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, please go to www.copyright.com , or contact Copyright Clearance Center (CCC), 222 Rosewood Drive, Danvers, MA 01923 (telephone: 978.750.8400; fax: 978.646.8600).
ASTD Press is an internationally renowned source of insightful and practical information on workplace learning, training, and professional development.
ASTD Press 1640 King Street Box 1443 Alexandria, VA 22314 USA
Ordering information (for print books): Books published by ASTD Press can be purchased by visiting ASTD’s website at store.astd.org or by calling 800.628.2783 or 703.683.8100.
ISBN-13 (print edition): 978-1-56286-950-2 e-ISBN (PDF edition): 978-1-60728-425-3 2014-1
ASTD Press Editorial Staff: Director: Glenn Saltzman Manager and Editor, ASTD Press: Ashley McDonald Community of Practice Manager, Learning Technologies: Justin Brusino Editorial Assistant: Ashley Slade Cover Design: Lon Levy Interior Design: Marisa Kelly Printed by Versa Press, East Peoria, IL, www.versapress.com
Table of Contents
Preface
Part I:    The ROI Methodology: A Credible Approach to Evaluating Your Learning Through Technology Programs
Chapter 1    Learning Through Technology: Trends and Issues The Evolution of Learning Techniques Concerns About Technology-Based Learning Final Thoughts
Chapter 2    Measuring ROI: The Basics ROI Defined The ROI Methodology ROI Process Benefits of ROI Final Thoughts
Chapter 3    Evaluation Planning and Data Collection Achieving Business Alignment Developing the Evaluation Plans Considerations for Collecting Data Methods for Collecting Data Generating High Response Rates Identifying the Source Determining the Timing of Data Collection Final Thoughts
Chapter 4    Data Analysis Isolating the Effects of Learning Techniques to Isolate the Effects of Learning Selecting Isolation Techniques Types of Data Data Conversion Methods Five Steps to Data Conversion Fully Loaded Costs ROI Calculation Intangible Benefits Final Thoughts
Chapter 5    Reporting and Using the Results The Importance of Reporting Results Identify the Needs Identify the Audience Select the Media Develop the Report Communicate Results and Evaluate the Results of Communication Delivering Bad News Using the Data Final Thoughts
Chapter 6    Designing for Results Communication With Results in Mind Changing the Role of Participants Creating Expectations Design for Relevance Design for Results Built-In Application Tools Use Transfer Tools Involving the Participant’s Manager Final Thoughts
Part II:      Evaluation in Action: Case Studies Describing the Evaluation of Learning Through Technology Programs
Chapter 7  Measuring ROI in Work Engagement: A Blended Learning Solution John Kmiec, Sandra Dugas, Cyndi Gaudet, Heather Annulis, Mary Nell McNeese, and Susan Bush
Chapter 8    Measuring ROI in Sales Training: A Game-Based Program Claude MacDonald, CRP and Louis Larochelle, CRP
Chapter 9  Measuring ROI in a Sales Program: A Web-Based Learning Solution Lizette Zuniga
Chapter 10 Measuring ROI in an English-as-a-Second-Language Program: An Online Learning Solution Edward P. Nathan
Chapter 11 Measuring ROI in an Upgrade Selling Program: A Mobile Learning Solution Jack J. Phillips and Patti P. Phillips
Chapter 12 Measuring ROI in a Sales Program: An E-Learning Solutions Patrick Whalen
About the ROI Institute Index About the Authors
Preface
Few would dispute the convenience, cost, and efficiency of learning through technology. Whether e-learning, blended learning, or mobile learning, it’s usually just in time, just enough, and just for the user, which is the ideal form of customization and convenience for participants. At the same time, for large audiences, e-learning represents a tremendous cost savings. Learning through technology allows large numbers of people to learn at the same time without ever leaving the workplace. What executive wouldn’t love that? The problem is that the results are not always apparent. Based on dozens of ROI studies at the ROI Institute, the results at the application and impact levels usually don’t measure up to traditional facilitator-led versions.
Some professionals measure the ROI for e-learning on the basis of cost savings alone, comparing e-learning to its facilitator-led counterpart. When large numbers of participants are involved, this cost savings is dramatic. This is acceptable only if the outcome would be the same when comparing both processes. Unfortunately, that’s not often the case.
According to ASTD, technology-based learning accounts for about 40 percent of all learning delivery in organizations, representing about $50 billion per year. With that level of investment, executives are interested in the impact and ROI.
ROI for learning through technology can be an elusive number, but it doesn’t have to be. Unfortunately, many technology-based learning evaluations are revealing deficiencies with on-the-job success, making it difficult to convince management that e-learning and mobile learning add significant value. Despite the timeliness and low cost of e-learning, executives need assurance that it will drive application and impact. Thus, ASTD and the ROI Institute developed this book to tackle the issue.
By following steps prescribed in this book, designers and developers can significantly affect the success of e-learning at the application and impact levels, ultimately making the ROI easy to develop.
TWO BOOKS IN ONE

While measuring ROI in technology-based learning is not new, no book exists that describes how to apply the ROI Methodology specifically to it. In addition, with the number of case studies available describing its application to technology, we could not pass up the opportunity to share a few. With ASTD’s support, we decided to develop two books in one. First we describe the steps that make up the logical approach to evaluation using the ROI Methodology. We outline the step-by-step process that has been used to measure the success of all types of programs and projects in organizations worldwide. The ROI Methodology is the most widely used process to account for noncapital investments. But more importantly, it is an approach to accountability through which program owners collect data that can be used to improve their processes as well. Chapter 1 begins with a brief definition of learning through technology and why ROI is an important part of its accountability story. Chapter 2 outlines the step-by-step ROI Methodology, and chapter 3 discusses evaluation planning and data collection. Chapter 4 presents an overview of the steps required to calculate the ROI: convert data money, tabulate costs, and calculate the ROI. Chapter 5 works as the “how-to” part of the book, with tips on reporting results. Chapter 6 focuses on designing technology-based learning programs to deliver results.
The second part of the book describes how the ROI Methodology has been applied in specific situations. These case studies represent a variety of industries and applications. Table 1 summarizes the case studies in terms of industry, application, and target audience involved in the program.
The authors of the case studies are experienced, professional, knowledgeable, and on the leading edge of learning and development, particularly learning through technology. Collectively, they represent practitioners, consultants, researchers, and professors. All of them are—or will be—highly successful in their fields.
SUGGESTIONS

We welcome your input. If you have ideas or recommendations regarding presentation, case selection, or case quality, please send them to us at ROI Inst- itute, Inc., P.O. Box 380637, Birmingham, AL 35238-0637, or send them via email to info@roiinstitute.net .
TARGET AUDIENCE

Practically every organization is implementing learning through technology programs in some way, and companies and employees alike are beginning to see their potential impact. Executives want to use technology, and they want to see the ROI for that implementation. With this book as a guide, these programs can be positioned to drive results important to all stakeholders. For organizations making major improvements in technology, a measurement system that can show the financial ROI of major programs, while at the same time provide a balanced set of measures, is imperative.
The primary audience for this book is anyone directly charged with implementing technology-based learning programs. This could mean designers, developers, project managers, or the evaluator of technology-based learning programs. They are the ones who request a logical, rational, and credible approach to measuring the success of technology-based learning, along with real-world examples.
T ABLE 1. Overview of Case Studies by Industry, Program, and Audience

The second audience is professors. Whether they choose this book for university-level students who are pursuing degrees that include courses or modules on design, as a text for internal workshops for professionals interested in developing and implementing technology programs, or for public seminars on technology implementation, this book will be a valuable reference. It can serve as a supplement to a more detailed text on technology-based learning or as a stand-alone book. This combination of text and casebook offers the technical details of the measurement and evaluation process, along with examples of practical applications, which together show participants that the measurement and evaluation