The Kirkpatrick four-level model of evaluation includes Level 1 learner reactions, Level 2 learning, Level 3 behavior, and 4 Level results. Because of the model’s ubiquity and popularity, many learning professionals and organizations are influenced or compelled by the model to measure the two higher levels—Behavior and Results—even when it doesn’t make sense to do so and even if poor methods are used to do the measurement. This pressure has led many of us astray. It has also enabled vendors to lie to us.
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