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Measuring for Success: What CEOs Really Think About Learning Investments by Patricia Pulliam Phillips, Jack J. Phillips

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Chapter 6

Reaction Measurements

Executives Are Only Slightly Interested

Regardless of your approach to gathering feedback from participants in a program, you want data that is helpful to its success. Collecting reaction data at the end of the program’s operational phase is the first step toward reporting results. However, it is also the first step at which the chain of impact can be broken if participants see little or no value in the program. Unfortunately, though participant feedback can be a powerful type of data, this group of measures is often overused, misused, and misunderstood. Executives rate this level of data as least valuable. Yet ...

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