CHAPTER 2
Where Do Objectives Come From?
Objectives are based on needs. If needs are not defined clearly and early in the process, a flawed project or program can result, creating inefficiencies and other problems. In this chapter we explore assessment of the various levels of needs, which lead to the levels of objectives. Specifically, we will address payoff needs, business needs, performance needs, learning needs, and preference needs. We’ll also examine input needs.
The model presented in Figure 2.1 will prove helpful as analysis begins. In the coming pages, we walk through the process of detailing the needs at six levels, beginning with payoff ...
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