The ability to communicate the unique value and features of a product can significantly influence purchasing decisions of your potential customers. Manufacturers invest heavily on channel partners to train and develop their partner employees in the hope of augmenting sales. However, one of the common challenges faced is that dealer and channel partner employees often struggle to position these products and solutions appropriately to potential customers, resulting in lost sales opportunities.
Research states that continuous assessments along with response pattern (item) analysis provides a dynamic and interactive way to ensure that dealer and channel partner employees are consistently updated and able to articulate the unique selling propositions of products and services.
Research Studies on impact of continuous assessments on recall
1. Testing Effect (Retrieval Practice)
Summary: The testing effect is a psychological phenomenon where taking a test on material increases the likelihood of remembering that material in the future, more so than additional studying. This effect is supported by numerous studies demonstrating that frequent testing improves long-term retention of information.
Key Study: Roediger, H. L., & Butler, A. C. (2011). “The critical role of retrieval practice in long-term retention.” Trends in Cognitive Sciences, 15(1), 20-27.
Findings: The study highlights that retrieval practice (testing) enhances learning and memory more effectively than additional study sessions. Regular testing forces individuals to recall information, strengthening neural pathways associated with the material.
2. Spaced Repetition
Summary: Spaced repetition is a learning technique that involves reviewing information at increasing intervals. This method takes advantage of the spacing effect, which suggests that information is better remembered when exposure is spaced out over time.
Key Study: Cepeda, N. J., et al. (2006). “Distributed practice in verbal recall tasks: A review and quantitative synthesis.” Psychological Bulletin, 132(3), 354-380.
Findings: The research indicates that spaced repetition significantly enhances memory retention compared to massed practice (cramming). By spreading out review sessions, individuals are better able to consolidate information in long-term memory.
3. Active Learning and Constructivist Theory
Summary: Constructivist theory, particularly as articulated by educational theorists like Piaget and Vygotsky, suggests that learners construct knowledge through active engagement with content. Continuous assessments encourage active learning, where learners are actively involved in the process of recalling and applying information.
Key Study: Prince, M. (2004). “Does active learning work? A review of the research.” Journal of Engineering Education, 93(3), 223-231.
Findings: The review of research shows that active learning strategies, including frequent quizzes and interactive activities, lead to improved retention and understanding of material compared to passive learning methods.
4. Feedback and Metacognition
Summary: Providing feedback on assessments helps learners become aware of their knowledge gaps and misconceptions, fostering metacognitive skills. Metacognition, or thinking about one’s own thinking, is critical for effective learning and memory retention.
Key Study: Hattie, J., & Timperley, H. (2007). “The Power of Feedback.” Review of Educational Research, 77(1), 81-112.
Findings: This study finds that feedback significantly impacts learning outcomes. When learners receive feedback on assessments, they can adjust their study strategies and focus on areas needing improvement, leading to better retention and understanding.
5. Cognitive Load Theory
Summary: Cognitive load theory suggests that learning is more effective when instructional design minimizes unnecessary cognitive load. Regular, smaller assessments help distribute cognitive load more evenly, preventing overload and promoting better retention.
Key Study: Sweller, J., Ayres, P., & Kalyuga, S. (2011). Cognitive Load Theory. Springer Science & Business Media.
Findings: The book explains that breaking learning into smaller, manageable chunks (as done in continuous assessments) reduces cognitive load, making it easier for learners to process and remember information.
These theories and studies are only a small representation of numerous studies which support the idea that continuous assessments enhance recall by promoting active engagement, leveraging the spacing effect, providing regular feedback, and managing cognitive load. Implementing these strategies in sales training can help ensure that sales teams retain critical product information, leading to improved performance and customer interactions.
Once you have implemented a robust Assessment platform, Item Analysis can help to identify items that need improvement and to improve the overall quality of the assessment. It can also help to identify questions that are too easy or too difficult, or that are not providing useful information. Based on the results of the item analysis, items can be revised, replaced, or eliminated. It’s worth noting that item analysis is one of the many tools used to evaluate the quality of assessments and is used along with other methods such as content validity, criterion-related validity, and construct validity.
At ILET Solutions, we not only help you with a comprehensive assessment strategy but also provide you the necessary tools and services to improve learning outcomes.
