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ERIC Number: EJ804443
Record Type: Journal
Publication Date: 2007
Pages: 16
Abstractor: As Provided
Reference Count: 76
ISSN: ISSN-0273-4753
Connecting in Megaclasses: The Netnographic Advantage
O'Reilly, Norman J.; Rahinel, Ryan; Foster, Mary K.; Patterson, Mark
Journal of Marketing Education, v29 n1 p69-84 2007
Large universities are increasingly offering marketing courses in classes of 300 or more students. Without access to the usual verbal and nonverbal cues, instructors in these megaclasses are disadvantaged in terms of their ability to respond to learners' needs. As a result, marketing instructors have supplemented course infrastructure with technology to encourage communication. In seeking to better understand such communication, this study positions netnography as a marketing research technique that provides incremental advantages over other pedagogical methods through its support and enhancement of student learning. The authors provide specific recommendations for the adoption of netnography to marketing educators teaching megaclasses. (Contains 6 tables, 3 figures, and 4 notes.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A