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Improving Undergraduate Student Satisfaction with the Consumer Behavior Course: Will Interactive Technology Help?
Marketing Education Review
  • Jacqueline K. Eastman, Georgia Southern University
  • Rajesh Iyer, Bradley University
  • Kevin Eastman, Georgia Southern University
Document Type
Article
Publication Date
1-1-2011
DOI
10.2753/MER1052-8008210204
Abstract

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.

Citation Information
Jacqueline K. Eastman, Rajesh Iyer and Kevin Eastman. "Improving Undergraduate Student Satisfaction with the Consumer Behavior Course: Will Interactive Technology Help?" Marketing Education Review Vol. 21 Iss. 2 (2011) p. 139 - 150
Available at: http://works.bepress.com/kevin-eastman/16/