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. Years later, I realized that she had skipped Kirkpatrick’s Level 4: Results and substituted Phillips’ ROI.