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ERIC Number: EJ972752
Record Type: Journal
Publication Date: 2011
Pages: 11
Abstractor: As Provided
Reference Count: 25
ISBN: N/A
ISSN: ISSN-1052-8008
Improving Undergraduate Student Satisfaction with the Consumer Behavior Course: Will Interactive Technology Help?
Eastman, Jacqueline K.; Iyer, Rajesh; Eastman, Kevin L.
Marketing Education Review, v21 n2 p139-149 Sum 2011
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. (Contains 4 tables and 1 figure.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A