Developing a mobile electronic performance support system for a major top 20 newspaper: An action research study in advertising sales.

摘要

The purpose of this study was to determine the most effective way to deliver just-in-time learning using mobile technology for newspaper salespeople working in the field. The goal was to produce a pedagogical platform that was time sensitive, had on the job accessibility, and did not overload the salesperson's mental abilities. The instructional design prototype used an action research approach. The study was based on the works of Gloria Gery (electronic performance support) and Ruth Clarks (building expertise). This study provided the information from an authentic newspaper environment to develop a mobile performance support prototype for newspaper salespeople.; Results revealed the hardware, authoring software, content, architecture, and learning theory for developing a prototype. The Pocket PC could deliver the mobile EPSS because the device met the needs of the mobile EPSS and salespeople based on survey results and small group interviews. The researcher selected RoboHelp for developing the prototype because the software was easy to use and had the ability to output multiple formats. Emergent evidence suggested that the mobile EPSS should include: an array of information that covered (a) market research, (b) product, (c) sales, and (d) production. An effective architecture was deemed usable based on the hardware evaluation and Alison Head's usability criteria. Evidence suggested that the six identified cognitive learning theories were effective learning theories for a mobile performance support system design that used a just-in-time learning strategy. The researcher used cognitive learning theory as a general approach for recalling information when salespeople had prior knowledge.; The Pocket PC was the device to deliver the mobile EPSS. The mobile EPSS contained: (a) advertising rates, (b) product specifications, (c) special sections, (d) special initiatives, (e) deadlines, (f) media information, (g) learning center for information where learners had no prior knowledge, (h) advertising guidelines which had many deadlines, product specification, and policies, and (i) marketing information. A weekly review and update of the information should occur for newspaper salespeople to maintain interest in the mobile EPSS. Adult learning, cognitive load, and learning by doing theory were the key predominate theories that described how newspaper salespeople learned while in the field.