Robert Mager’s Criterion-Referenced Instruction Approach for Trainers

Introduction: Why Criterion-Referenced Instruction Matters in Corporate Training 📚

While Robert Mager’s criterion-referenced instructional approach is all about writing learning objectives and is leveraged more heavily by instructional designers ✍️, as trainers, we end up building content in many cases. This being the case, it’s imperative that we trainers have a solid footing in writing learning objectives for both creating training and, equally as important, for preparing to deliver training 🧑‍🏫.

Imagine preparing for a big project 🛠️. You’re given an outline, a set of tools, and a deadline ⏰. But there’s no clear indication of what success looks like or how your performance will be evaluated. Now, picture instead that you’re given a clear list of criteria and specific benchmarks you need to hit to succeed 🎯. The difference between these two scenarios is like night and day 🌗, and the latter is precisely where Robert Mager’s Criterion-Referenced Instruction (CRI) approach comes into play.

Robert Mager, a pioneer in instructional design 🧩, developed the concept of Criterion-Referenced Instruction in the 1960s. Unlike traditional norm-referenced instruction, which compares learners against one another 👥, CRI focuses on whether each learner meets a predefined set of criteria now referred to as learning objectives ✅. This approach aligns perfectly with today’s corporate training needs, where the goal is often to ensure that all employees reach a certain level of competency that ties to organizational goals rather than competing against one another 🏆. One team, one dream, we’ve all said it! 🌟

In this post, we’ll explore the history and core principles behind Mager’s Criterion-Referenced Instruction and provide practical use cases for modern corporate trainers to elevate their learning programs 📈.

Part 1: The Origins of Robert Mager’s Criterion-Referenced Instruction Approach 📖

Instructional design is widely accepted to have evolved out of the need to train large numbers of soldiers during World War II 🪖. Fast-forward to the 1960s, when Robert Mager, a psychologist and instructional designer, began challenging the status quo of learning evaluation 📊. At that time, norm-referenced assessments were dominant, which meant learners were measured against their peers. This often resulted in a bell curve distribution 📉 in which only a few excelled, most were average, and others lagged behind.

Mager rightly argued that such comparisons weren’t suitable for assessing whether someone had actually learned what they were supposed to learn 🎯. Instead, he proposed a shift toward criterion-referenced assessments, where learners are measured against a specific set of pre-determined objectives. The goal is to ensure that everyone can meet the required standards rather than just seeing who performs better than the rest 🏆.

Mager’s approach was revolutionary at the time because it focused on training outcomes, ensuring that learning leads to practical and measurable skills 📐. This model emphasizes mastery, measurement, and proficiency, making it particularly effective for corporate training 🏢, where competencies often need to be consistently demonstrated, measured, and reported on across an entire team 📋.

Part 2: Understanding the Core Principles of Criterion-Referenced Instruction 📝

Criterion-referenced instruction is centered around three core principles:

1. Clear Learning Objectives 🎯

Mager emphasized the importance of defining clear, measurable learning objectives. Learners should know exactly what is expected of them by the end of the training 📊. Think of clear learning objectives like a fitness plan 🏋️‍♂️. Fitness plans often include time-bound goals related to the amount of weight that should be lifted by a certain time, the amount of calories that should be consumed in a day, or the distance that you should be able to run/jog by a certain date 🏃‍♂️. All of these are measurable, time-bound results that are documented before the training starts, making them trackable 📅.

2. Assessment Based on Criteria, Not Comparisons 📏

In CRI, the focus is on whether each learner meets the predefined criteria rather than comparing their performance to that of their peers 👥. Sticking with fitness plans as an analogy, it doesn’t matter to you if your partner or someone else in your fitness group meets or exceeds your targets on time when you don’t 🚫. You still haven’t met the goal, shed the pounds, or achieved whatever wellness target you have in mind 🏆. It’s the same with assessment-based criteria. Individual goals are king because, as we said before, one team, one dream, and corporations need everyone pulling their own weight ⚖️.

3. Feedback and Remediation 🔄

CRI involves continuous feedback and opportunities for learners to improve 📢. If learners don’t meet the criteria, they receive additional training and practice until they do 📚. We’ve taken fitness plans this far, so we might as well round them out 🛤️. If you ask any fitness trainer whether their trainees follow the plans to a letter and meet their targets on time every time, you will likely get a chuckle 😂. Of course, they don’t! Life happens 🌦️, targets need to be moved, plans need to be adjusted, and constant feedback needs to be provided as people learn 🗣️. This is exactly what Mager had in mind when it comes to feedback and remediation 🔄.

Part 3: Applying Criterion-Referenced Instruction in Modern-Day Corporate Training 💼📚

Now that we’ve explored the theory behind Mager’s approach let’s dive into how it can be practically applied to enhance learning in the corporate environment by unpacking a few examples:

1. Onboarding Programs 🛠️

Onboarding new hires is critical to setting the tone for their future performance. Using CRI, trainers can establish clear objectives, such as: “By the end of your first week, you will be able to complete [specific tasks] using our internal systems.” 🖥️ By listing out the specific tasks, you set tangible expectations for your learners and create an opportunity for assessment and feedback. 📋 Skills assessments would be a great option for assessment where the assessor assigns a task and observes the behavior of the learner. This approach also removes norm-referenced instruction from the equation. ✅

2. Sales Training 📈

For sales teams, it’s crucial to ensure that everyone meets a minimum standard of competency in skills like negotiation, closing techniques, and customer relationship management 🤝. Using criterion-referenced assessments can ensure consistency across the team. Instead of stating a vague objective like “Improve sales skills,” use a measurable objective such as: “By the end of this training, participants will be able to conduct a needs analysis by employing a variety of questioning techniques and make an offer within twenty minutes.” ⏱️Role plays with the trainer or an AI bot can be a useful assessment tool for this 🎭. You can also live monitor or listen back to customer calls 📞. All options offer opportunities for assessment and feedback. 🔍

3. Compliance Training 📜

Compliance training often involves critical information that employees must master to avoid legal risks ⚖️. CRI ensures that all employees meet the necessary standards before they’re allowed to interact with sensitive data or customers 🔐. The skill of spotting and reporting a compliance violation is often taught in compliance training. A clear learning objective, such as: “Participants will be able to recognize and report potential compliance violations using the company’s reporting channels within twenty-four hours of identifying the issue,” would be a well-constructed learning objective ✅. This can be assessed through scenario-based eLearning or email campaigns designed to look like phishing attempts post-training 🖱️📧. Both would offer you the ability to assess the learner’s abilities to meet the learning objective and offer feedback. 💬

Part 4: Overcoming Common Challenges with Criterion-Referenced Instruction 🚀

While CRI offers many benefits, corporate trainers may encounter challenges when implementing it. Here are a couple of common obstacles and strategies to overcome them:

1. Lack of Time for Planning ⏳

Potential Solution: Many timelines are more negotiable than they may be presented, and stakeholders aren’t typically well-versed in adult learning principles. 🗣️ Carve out time to explain the benefits and risks associated with not creating holistic learning objectives to buy yourself some more time. 🕰️ Spending all the time and money it takes to create and deliver training that isn’t going to have an impact is much worse and more costly than moving a deadline for proper planning by a few days in most cases. 💡

2. Difficulty in Defining Measurable Objectives 🎯

Solution: Define objectives using the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) 📊. Collaborate with subject matter experts to ensure objectives are realistic and aligned with business goals. 🤝 The benefit of leveraging SMART goals is that most stakeholders, whether or not they are learning professionals, are familiar with the term and approach. 📚 Speaking the language of your stakeholders will make it more likely that they will move in your direction. 🛤️

Conclusion: Transforming Corporate Learning with Mager’s Criterion-Referenced Instruction 🏆

Robert Mager’s Criterion-Referenced Instruction approach provides a clear, structured framework for designing corporate training that truly transforms learning outcomes 📈. By focusing on defined objectives, targeted assessments, and continuous feedback, trainers can create programs that are not only efficient but also effective in building real-world skills 🛠️.

In today’s fast-paced corporate landscape, organizations that invest in well-designed training programs are the ones that thrive 🌟. By leveraging Mager’s CRI principles, corporate trainers can ensure that every learning initiative contributes directly to organizational success, empowering employees to perform at their highest potential and driving long-term growth 🚀.

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