Improving Undergraduate Student Satisfaction with the Consumer Behavior Course: Will Interactive Technology Help?

In this paper, we measure the impact of interactive technology on student satisfaction and find support for the hypothesis that students who find a class is more interesting because of the use of interactive technology will be more satisfied with the course. The results also support the hypothesis t...

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Bibliographic Details
Published in:Marketing education review 2011-07, Vol.21 (2), p.139-150
Main Authors: Eastman, Jacqueline K., Iyer, Rajesh, Eastman, Kevin L.
Format: Article
Language:English
Subjects:
Business Administration Education
Class Activities
College Instruction
Comparative Analysis
Computer Uses in Education
Construct Validity
Consumer Economics
Correlation
Course Evaluation
Educational Strategies
Hypothesis Testing
Instructional Effectiveness
Interaction
Questionnaires
Satisfaction
Statistical Analysis
Student Attitudes
Student Surveys
Technology Integration
Undergraduate Students
United States (Southeast)
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Summary:In this paper, we measure the impact of interactive technology on student satisfaction and find support for the hypothesis that students who find a class is more interesting because of the use of interactive technology will be more satisfied with the course. The results also support the hypothesis that if students like the course, they will be satisfied with it. However, we do not find significant links between student satisfaction and either (1) their belief that they retain more due to the use of interactive technology or (2) their enjoyment of the use of interactive technology in the course. Thus, while the use of interactive technology can increase course satisfaction by making the course more interesting, the fact that students like the technology itself does not affect course satisfaction.
ISSN:1052-8008
2153-9987
DOI:10.2753/MER1052-8008210204