Performance–Based Certification: How to Design a Valid, Defensible, Cost–Effective Program

Praise for Performance–Based Certification "Judy′s years of experience in certification shine through in the spot–on advice she provides in this excellent book." —Lenora G. Knapp, Ph.D., president, Knapp & Associates International, and author, The Business of Certification "It keeps getting better and better. While this book became the standard in the field, this revision even improves on that impressive contribution." —Roger Kaufman, Ph.D, CPT, professor emeritus, Florida State University; Distinguished Research Professor, Sonora (Mexico) Institute of Technology "Judith Hale is the global expert on performance certification. This book is her latest, and it continues the outstanding tradition she has established on this topic. If your organization plans to do certification, buy this book and use it!" —William J. Rothwell, Ph.D., SPHR, professor, Penn State University "When it comes to certification, Judy Hale is the expert. This book shows you how to make certification work, in plain, simple steps. If you are involved in certification, from any perspective, this book is an essential reference." —Jack Phillips, Ph.D., chairman, ROI Institute, Inc

List of Tables, Figures, and Exhibits / xi Contents of the Website / xiii Introduction / 1 Chapter 1 The Driver / 11 Why Organizations Certify / 11 Protecting the Public / 12 Reinforcing Professional Stature and Promoting Universal Standards / 13 Preparing People for Jobs Requiring Competence in Multiple Disciplines / 14 Protecting Jobs and Enhancing Professional Stature / 15 Improving Business Processes / 16 Establishing Professional Credibility and Influencing Academic Curricula / 18 Establishing Uniform Performance Standards / 18 Protecting the Brand Name / 19 Raising the Level of Core Competencies / 20 Success Measures / 21 Who to Involve / 21 The Players / 21 Target Audience / 22 Stakeholders / 22 Benefits of Certification / 25 Missteps and Oversights / 26 Tips / 27 Summary / 30 Where to Learn More / 31 Notes / 32 Chapter 2 The Business Case / 33 What Goes into a Business Case / 34 Hypotheses, Premises, and Best Guesses / 36 Metrics or Key Success Indicators / 37 Economic Metrics / 39 Noneconomic Metrics / 42 The Requirements / 43 Missteps and Oversights / 43 Tips / 44 Summary / 48 Where to Learn More / 50 Note / 51 Chapter 3 The Requirements / 53 Distinctions Among Eligibility, Qualification, and Certification / 53 Roles Certification Plays / 54 Gatekeeping or Screening / 54 Recognizing Demonstrated Performance / 57 Recognizing Different Levels of Accomplishment or Different Capabilities / 57 Typical Requirements for Certification / 58 Acceptance of a Code of Conduct / 61 Eligibility / 61 Education, Training, and Development / 65 Endorsements / 67 Experience / 67 External Credentials / 69 Tests / 69 Work Samples / 72 Work or Personnel Records / 72 Maintenance and Recertification / 73 Missteps and Oversights / 74 Tips / 74 Summary / 76 Where to Learn More / 77 Notes / 78 Chapter 4 The Standards / 79 Competencies, Standards, and Criteria / 81 Defi ning the Scope of the Effort / 85 The Job or Task Analysis / 89 Traditional Job/Task Analysis Methodologies / 89 Controlling Bias / 91 Sampling Error / 92 Design Error / 95 Administrative Error / 109 Design of the Credential / 111 Certification vs. Certificate / 111 The Elements / 114 Missteps and Oversights / 115 Tips / 116 Standards / 118 The Design / 119 Summary / 119 Procedures / 121 Focus Groups / 121 The NGT / 122 Outcome–Based Competency Session / 123 Delphi Study / 124 Where to Learn More / 125 Note / 126 Chapter 5 Assessment / 127 Definitions / 127 Rigor and Validity / 130 Sampling Error / 131 Under–Representation / 131 Extraneous Abilities / 132 Test Specifications / 133 Design Errors / 134 Administrative Error / 136 Types of Test Items / 137 Response–Supplied Items / 137 Response–Not–Supplied Items / 138 Computer–Based Testing / 141 Determining the Passing Score / 142 Informed Judgment Method / 143 Contrasting Group Method / 143 Conjectural (Angoff–Nedelsky) Method / 145 Issues in Assessment and Testing / 146 Opportunity to Learn / 146 Adequate Time and Resources / 147 Face Validity / 147 Documentation / 148 Missteps and Oversights / 148 Tips / 149 Summary / 155 Where to Learn More / 161 Chapter 6 Governance and Administration / 163 Responsibilities of the Governance Board / 163 Candidate Rights / 165 Disclosure / 165 Appeals and Exemptions / 167 Preparation and Remediation / 169 Ethics / 170 Fees and Compensation / 170 Test Administration / 174 Responsibilities of the Program Administrator / 175 Establishing Administrative Support Systems / 176 Analyzing Test Items / 177 Missteps and Oversights / 178 Tips / 179 Summary / 187 Where to Learn More / 190 Notes / 191 Chapter 7 Recertification and Maintenance / 193 Stability of Enabling Knowledge / 194 Distinguishing Between Knowledge Atrophy and Knowledge Evolution / 195 Defining the Purpose of Recertification or Maintenance / 198 Redoing the Job/Task Analysis / 199 Timing the Requirement / 200 Missteps and Oversights / 201 Tips / 201 Summary / 203 Where to Learn More / 205 Chapter 8 Implementation / 207 The Marketing Strategy / 208 Defining the Market / 209 Branding the Credential / 210 Launching the Credential / 211 Rolling Out the Credential and Penetrating a Market / 212 Developing and Executing a Communication Plan / 213 Developing Effective Program Materials / 214 Celebrating Success / 215 Missteps and Oversights / 216 Tips / 217 Summary / 220 Where to Learn More / 220 Chapter 9 Going Global / 221 Distinctions Among National, International, Global, and Multi–National Programs / 221 Why Go Global or International? / 224 Determining Reciprocity, Equivalency, and Exemptions / 225 Safeguarding Against Fraud or Misrepresentation / 226 Cultural Issues / 227 Language and Translation / 227 Missteps and Oversights / 229 Tips / 230 Summary / 230 Where to Learn More / 233 Note / 233 Chapter 10 Evaluation / 235 Developing an Evaluation Strategy / 235 Defining Evaluation Processes / 236 Determining What to Measure / 237 Determining Where to Start / 238 Being Clear About Your Purpose / 242 Developing an Agenda / 244 Presenting Your Data / 244 Missteps and Oversights / 246 Tips / 247 Summary / 248 Where to Learn More / 251 Index / 253 About the Author / 269

Judith Hale is president of the consulting firm Hale Associates. Their services include consultation on assessment, certification, evaluation, and integration of performance improvement systems with performance management. She is also the author of the Performance Consultant′s Fieldbook, Performance–Based Evaluation. Performance–Based Management, and Outsourcing Training and Management all from Pfeiffer