More on Re-evaluating Evaluation – Jack Phillips and ROI
Dashe & Thomson
AUGUST 19, 2011
I just realized that I haven’t included a single word about Jack Phillips , who introduced Return on Investment (ROI) as Level 5 to Kirkpatrick’s Four Levels of Evaluation. My first exposure to Phillips’ ROI—although I didn’t realize it at the time—was through a colleague who introduced me to Kirkpatrick’s Four Levels. Her four levels were Level 1: Reaction , Level 2: Learning , Level 3: Behavior , and Level 4: ROI. Trend line analysis.