Home Addie Approach Morrison-Ross-Kemp (Kemp) Model Comparison/Contrast Sources Multimedia Presentation Conclusion
COMPARISON
This page details a comparison and contrast between the Addie Approach and the Morrison-Ross-Kemp (Kemp) Model. Included below is a visual diagram that effectively conveys the similarities and differences of both ideas. Likewise, the five steps of the ADDIE Approach (Analyze, Design, Develop, Implement, Evaluate), and the nine steps of the Kemp Model are also detailed below to give you an accurate portrayal of how they blend together. As you can see, for each step of the ADDIE Approach, there is an equal (if not greater) amount of steps from the Kemp Model.
Figure 3. The ADDIE steps applied to the M-R-K Model (after Morrison, Ross & Kemp 2004, p.29)
According to Morrison, Ross, & Kemp (2004, p.10), there are nine key elements to instructional design:
- Identify instructional problems, and specify goals for designing an instructional program.
- Examine learner characteristics that should receive attention during planning.
- Identify subject content, and analyze task components related to stated goals and purposes.
- State instructional objectives for the learner.
- Sequence content within each instructional unit for logical learning.
- Design instructional strategies so that each learner can master the objectives.
- Plan the instructional message and delivery.
- Develop evaluation instruments to assess objectives.
- Select resources to support instruction and learning activities.
According to Robert Branch (2009, p.3), the five steps of ADDIE are as follows:
A - nalyze
D - esign
D - evelop
I - mplement
E - valuate
The table below lists both concepts and the similar steps they share.
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ADDIE Approach
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Kemp Model
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Analyze
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Instructional Problems
Learner Characteristics
Task Analysis
Instructional Objectives
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Design
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Designing the Message
Instructional Strategies
Content Sequencing
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Develop
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Development of Instruction
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Implementation
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Implementation
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Evaluate
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Evaluation Instruments
Formative Evaluation
Summative Evaluation
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Contrast
While sharing similarities, the Addie Approach and the Kemp Model also have a number of striking differences between them. In particular, the Addie Approach is a linear, five-step process, with a straightforward series of phases that require each step to be completed prior to moving onto the next (e.g. completing an Analysis prior to beginning the Design) in the development of the instructional unit. When using ADDIE, you will always start with the Analysis phase, progress through each subsequent stage of the approach, and ultimately, culminate with the Evaluation phase.
On the other hand, the Kemp Model is a non-linear approach containing nine steps that can be performed in any order, regardless of the progress of development on your instructional unit. This provides an almost complete customization or maximum adaptability in retaining the freedom to continually refine your instruction. While the ADDIE approach has five steps (Analyze, Design, Develop, Implement, and Evaluate), the Kemp model contains comparable steps to all phases of ADDIE, yet also contains three additional aspects that ADDIE lacks: project management, support services, and planning (Hanley, 2009).
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