NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ849590
Record Type: Journal
Publication Date: 2009
Pages: 11
Abstractor: As Provided
Reference Count: 67
ISSN: ISSN-0273-4753
Viva Voce (Oral Examination) as an Assessment Method: Insights from Marketing Students
Pearce, Glenn; Lee, Geoffrey
Journal of Marketing Education, v31 n2 p120-130 2009
Viva voce (viva) or oral examinations are widely used in medical education, clinical examinations, and doctoral defenses, yet the assessment method is seldom adopted by university marketing departments. Correspondingly, the marketing education literature makes no reference to vivas as an alternative academic assessment technique. This research discusses the use of viva as a summative assessment method in university marketing education. Final-year marketing students undertaking an elective unit in services marketing were given an end-of-unit viva instead of a written examination. Fifty-four cartoon completion tests were analyzed to gain insight into student perceptions of the viva assessment task. Interpretive findings from this study suggest that viva is a valid and novel method of assessing learning outcomes such as application of deep learning, application of theory to practice, and problem-solving skills. The vivas enabled dialectic communication between the examiner and student and provided invaluable experience for career interviews. Although some students were anxious prior to the viva examination, on reflection they conceded that the process was user friendly. Based on these findings, implications for the adoption of vivas as an assessment method are discussed. (Contains 1 figure and 1 table.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A