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ERIC Number: EJ1034515
Record Type: Journal
Publication Date: 2013
Pages: 11
Abstractor: As Provided
Reference Count: 59
ISSN: ISSN-1052-8008
What Reveals about How and Why Students Evaluate Their Professors: A Glimpse into the Student Mind-Set
Hartman, Katherine B.; Hunt, James B.
Marketing Education Review, v23 n2 p151-161 Sum 2013
This study examines ratings and comments as a form of electronic word-of-mouth communications. The data represent 2,371 user ratings and comments for 442 marketing professors from 51 U. S. colleges and universities. Qualitative comments were analyzed using updated thematic content analyses. The results indicate significant inclusion of qualitative comments about professors' personal characteristics and teaching attributes. Consistent with the literature on word-of-mouth, social communications theory, and equity theory, more positive and negative comments were found than neutral or mixed remarks. Contrary to popular belief and findings in the literature on conventional word of mouth, comments overall were dominated by compliments rather than complaints.
M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Fax: 914-273-2106; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A