How market research techniques can pay off for trainers
1978
Zemke, Ron
Trainers can use market research techniques to obtain data for such tasks as specifying training outcome, pinpointing organizational problems, and developing training content. The advantages and drawbacks of four primary interviewing techniques and implications for trainers are discussed. In focus group discussions, individuals are brought together wth a moderator to discuss aspects of their jobs or organizational life. In personal interviews, respondents ar randomly selected from a carefully defined population, and interviews are conducted near the workplace. Telephone interviews utilize a random selection of the population and a structured interview guide. Mail surveys, requiring a questionnaire, use a random sample on a one-time basis.
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