Articlehybrid1991

Needs Assessment and Evaluation in Sales-Training Programs

Robert C. Erffmeyer · K. Randall Russ · Joseph F. Hair

71 citations0/0 files storedJournal of Personal Selling and Sales Management

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Human Resource Development and Performance Evaluation Evaluation and Performance Assessment Management and Marketing Education

Abstract

A study was conducted which investigated the extent to which needs assessment and evaluation practices have been used in planning and evaluating sales training programs. Findings suggest that some needs assessment practices have been used in planning sales training programs. However, systematic formal needs assessment practices were not widely adopted. Findings indicate that most evaluation measures are relatively simple, such as course evaluations or trainee/supervisor reactions. More complex approaches such as learning, behavior and/or results measures are used much less frequently. Implications of these results are discussed.

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References

1977Estimating Nonresponse Bias in Mail Surveys 1977Estimating Nonresponse Bias in Mail Surveys 1979The Systems Approach 1975Techniques for Evaluating Training Programs 1986Training in Organizations: Needs Assessment, Development, and Evaluation 1960Annual Review of Psychology 1989KIRKPATRICK'S LEVELS OF TRAINING CRITERIA: THIRTY YEARS LATER 1978Applied Psychology in Personnel Management

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