Evaluating training outcomes: A mixed-method case study of a sales training program

2011 2011

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Abstract (summary)

Ongoing training and development of the workforce is critical for both organizational and societal growth. The demand for training and development is growing due to demographic changes in the U.S. population, globalization and the speed of technological changes. The United States needs an educated work force to remain competitive in the global economy. This cannot be done without investment in education and in workplace training and development programs. While American businesses are making large investments in training and development programs, these organizations do not know if these investments are producing any results because they do not measure the success or failure of these programs. Regardless of reason for not evaluating, the impact is the same: the training and development function within organizations cannot effectively improve employee performance, demonstrate their value or receive critical feedback needed to improve its program offerings.

The purpose of this dissertation was to conduct a training outcome evaluation that assessed the effectiveness of a sales training program in achieving its stated objectives. A case study approach was used because it served as a real life example of the dilemma organizations face when trying to understand the effectiveness of their training programs. This case study used quantitative data methods to determine that the training was ineffective in producing gains in sales performance. Qualitative data collection methods were used to help explain why the training was ineffective. This data also identified opportunities to improve the training for future use. As a result of these findings a new evaluation model was presented for discussion that emphasizes the use of test pilots, obtaining qualitative feedback and leveraging stakeholder involvement, to refine and deploy quality training programs.

Indexing (details)

Educational evaluation;
Business education
0443: Educational evaluation
0454: Management
0688: Business education
Identifier / keyword
Education; Social sciences; Process design; Sales training; Training evaluation; Training management
Evaluating training outcomes: A mixed-method case study of a sales training program
Beane Ricchiuto, Michele
Number of pages
Publication year
Degree date
School code
DAI-A 72/12, Dissertation Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
Supovitz, Jonathan A.
University of Pennsylvania
University location
United States -- Pennsylvania
Source type
Dissertations & Theses
Document type
Dissertation/thesis number
ProQuest document ID
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
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