Kirk Patrick Model
Kirkpatrick-Philips Model
Knowing there is a definitive need to measure the impacts of a large corporate cost like learning it is fitting to have an industry acceptable model for doing so. This model is actually one that has been in existence since the 1950’s but continues to be accepted today using technology and creativity to maximize its benefits for the modern corporation. In 1959, Donald L. Kirkpatrick, PhD, published a series of four articles called “Techniques for Evaluating Training Programs.” The articles described the four levels of evaluation that he had formulated based on his work for his PhD dissertation at the University of Wisconsin, Madison. Kirkpatrick’s goal was to clarify what evaluation meant. The model clearly defined evaluation as meaning “measuring changes in behavior that occur as a result of training programs.” The model itself is composed of four Levels of training evaluation. A fifth level, ROI has been added since then. The fifth level was the brainchild of Dr. Jack J. Phillips, PhD. The illustration below and subsequent commentary summarize Kirkpatrick’s Four Levels and Phillips’ Fifth Level.
Representation of Kirkpatrick's and Phillips' model of learning analytics showing level-wise measurement objectives
Level 1 - Satisfaction
Level One is a satisfaction survey. Per Kirkpatrick, “evaluating reaction is the same thing as measuring customer satisfaction. If training is going to be effective, it is important that students react favorably to it.” The guidelines for Level One are as follows:
1|Page
Determine what you want to find out Design a form that will quantify the reactions Encourage written comments and suggestions Strive for 100% immediate response Get honest responses Develop acceptable standards/ benchmarks Measure reactions against standards, and recommend appropriate action Communicate reactions and actions as appropriate
The benefits to conducting Level One evaluations are:
A
Knowing there is a definitive need to measure the impacts of a large corporate cost like learning it is fitting to have an industry acceptable model for doing so. This model is actually one that has been in existence since the 1950’s but continues to be accepted today using technology and creativity to maximize its benefits for the modern corporation. In 1959, Donald L. Kirkpatrick, PhD, published a series of four articles called “Techniques for Evaluating Training Programs.” The articles described the four levels of evaluation that he had formulated based on his work for his PhD dissertation at the University of Wisconsin, Madison. Kirkpatrick’s goal was to clarify what evaluation meant. The model clearly defined evaluation as meaning “measuring changes in behavior that occur as a result of training programs.” The model itself is composed of four Levels of training evaluation. A fifth level, ROI has been added since then. The fifth level was the brainchild of Dr. Jack J. Phillips, PhD. The illustration below and subsequent commentary summarize Kirkpatrick’s Four Levels and Phillips’ Fifth Level.
Representation of Kirkpatrick's and Phillips' model of learning analytics showing level-wise measurement objectives
Level 1 - Satisfaction
Level One is a satisfaction survey. Per Kirkpatrick, “evaluating reaction is the same thing as measuring customer satisfaction. If training is going to be effective, it is important that students react favorably to it.” The guidelines for Level One are as follows:
1|Page
Determine what you want to find out Design a form that will quantify the reactions Encourage written comments and suggestions Strive for 100% immediate response Get honest responses Develop acceptable standards/ benchmarks Measure reactions against standards, and recommend appropriate action Communicate reactions and actions as appropriate
The benefits to conducting Level One evaluations are:
A