Narrative 10-2
The GoForth Institute was founded by Dr. Leslie McGeough,who left academia to focus on developing entrepreneurial training for small business owners. After years of studying entrepreneurs and small businesses,she realized that most small businesses fail-and that she had an answer. She launched the GoForth Institute to help entrepreneurs "know what they don't know" about running a small business;she partnered with Community Futures,a network of non-profits that supports small businesses and entrepreneurs in rural communities. She identified cost,time,and impact as core values for her firm. As she puts it,"Entrepreneurs love to learn,but they aren't interested in education that's uninspiring or unaffordable."
Narrative 10-2
The GoForth Institute was founded by Dr. Leslie McGeough,who left academia to focus on developing entrepreneurial training for small business owners. After years of studying entrepreneurs and small businesses,she realized that most small businesses fail-and that she had an answer. She launched the GoForth Institute to help entrepreneurs "know what they don't know" about running a small business;she partnered with Community Futures,a network of non-profits that supports small businesses and entrepreneurs in rural communities. She identified cost,time,and impact as core values for her firm. As she puts it,"Entrepreneurs love to learn,but they aren't interested in education that's uninspiring or unaffordable."
-Refer to Narrative 10-2. What might be the most effective form of evaluating training as a marketing tool for the GoForth Institute?

Question

Quizplus · Accepted Answer

Since the goal of the GoForth Institute is to help entrepreneurs succeed in running their businesses, evaluating the results of their training would be the most effective form of evaluating training as a marketing tool. This would involve measuring the impact of the training on the success of the businesses that received it, which would be the most tangible proof of the effectiveness of the GoForth Institute's services. Evaluating behaviour or learning would be useful for improving the training itself, but may not be as effective as measuring results for marketing purposes. Evaluating reactions would only provide feedback on how enjoyable or valuable the training experience was, but would not provide evidence of its effectiveness.

Narrative 10-2 The GoForth Institute Was Founded by Dr. Leslie McGeough,who Left