1. T206
Creating New Training Evaluation Measures: Subjective Norms And Behavioral Intentions
By:
Mary L. Lanigan, Ph.D.
Human Performance & Training
Governors State University
University Park, Illinois 60466
(708)

2. Introduction
Introduce 2 instruments that will measure how supportive the work environment is in helping trainees’ transfer their newly learned skills to the job.
This information can potentially provide evidence to show that unsuccessful behavioral change is not due to ineffective training but rather due to an ineffective work environment.

3. Objectives At the end of this lesson you will be able to:
understand how the subjective norms and behavioral intentions measures fit into the Kirkpatrick model;
define what is subjective norms;
define what is behavioral intentions;
understand the origin of these two measures;
create a subjective norms instrument; and,
create a behavioral intentions instrument.

4. Outline This lesson includes the following topics:
Review the levels of the Kirkpatrick model
Discuss Subjective Norms and Behavioral Intentions
Illustrate how to create the two instruments
Practice session were attendees create the measures
Summarize the lesson

5. Review: Kirkpatrick Model
Name the 4 levels of the Kirkpatrick model AND describe the instruments typically used at each level.
Level 1:
Level 2:
Level 3:
Level 4:

6. Gap In Kirkpatrick Model
While the Kirkpatrick model collects data about
the trainees, it does not gather information about
the work environment.
The Problem is:
The literature emphasizes the importance of
supervisor support in order to transfer skills.
If Level 2 data indicates training success but
Level 3 is unsuccessful, then who is to blame?

7. Subjective Norms and Behavioral Intentions
Definitions
Subjective Norms are people’s perceptions regarding other’s beliefs about whether they should perform the behaviors.
Behavioral Intentions are people’s beliefs about whether they will carry out the behaviors.

8. Subjective Norms and Behavioral Intentions
Originates From:
The Theory of Planned Behavior (Ajzen, 1985)
1. Attitude
2.Subjective Norms
3. Perceived
Behavioral
Control
Behavioral
Intentions
Actual Behavior

9. TPB Variables Used To Create A New Theory
New Training Evaluation Model *
Tier 1: Reactionnaire
Tier 2: Attitude and Subjective Norms
Tier 3: Perceived Behavioral Control Factors
Tier 4: Behavioral Intentions and Actual Behavior
Tier 5: Results and Return-On-Investment
* See Reference title:
How To Create Evaluation Instruments To Predict Behavior Transfer: A New Theory And Measures In Training Evaluation

10. Using The Instruments With Kirkpatrick Model
To fill the gap in the Kirkpatrick model, these measures then serve the following purposes:
Subjective Norms: to assess the amount of perceived support coming from personnel who directly impacts trainees’ performances.
Behavioral Intentions: to assess trainees’ intentions to carry out the newly learned behaviors on-the-job.

11. Creating The Instruments
To illustrate how to create these instruments, let’s use the following situation as an example:
Context:
A teller training class.
It’s a 3 week session.
The trainees’ behaviors are influenced by many people.
The trainees are expected to immediately transfer their
newly learned skills to the job.

12. Creating A Subjective Norms Instrument
Determine the individual(s) that influence trainees’ behaviors on-the-job.
Determine which training performance objectives you wish to measure.
Take the performance part of each objective and turn it into an item for the instrument.
Make sure each item is written in the neutral.
Make sure each item is a single behavior.
Create a scale of responses.

13. Creating A Behavioral Intentions Instrument
Determine which training performance objectives you wish to measure.
Take the performance part of each objective and turn it into an item for the instrument.
Make sure each item is written in the neutral.
Make sure each item is a single behavior.
Create a scale of responses.
Make sure the behavioral intentions measure parallels the actual behavior instrument.

14. Administering The Instruments
Administer both measures pre and post training.
To determine if training has created change.
If post scores are significantly higher than your evidence that training is effective is better substantiated.
If there are indications of significant problems on the pre measure, then you can correct the problems prior to the trainees returning to the environment.

15. Practice Exercise
Turn to the practice exercise on the next page.

16. References
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann, (Eds.), Action- control: From cognition to behavior (pp ). Heidelberg: Springer.
Kirkpatrick, D.L. (1994). Evaluating training programs: The four levels. San Francisco: Berrett-Koehler.
Lanigan, M. (in print). How to create evaluation instruments to predict behavior transfer: A new theory and measures in training evaluation. Chicago: Third House.