Faculty Publications

Student Evaluations In Marketing: What Is Actually Being Measured?

Document Type

Article

Journal/Book/Conference Title

Journal of Marketing Education

Volume

12

Issue

3

First Page

9

Last Page

17

Abstract

An analysis of one university's student evaluation used to measure teaching effectiveness in marketing classes found that students’ perceptions of fairness, instructor knowledge and interest, and student learning all were related to how the instructor was evaluated. The rigor of the class was negatively related to the evaluation. The personality of the instructor was related to all other variables and was almost twice as strong of a predictor of the final evaluation as any other factor. © 1990, Sage Publications. All rights reserved.

Department

Department of Marketing

Original Publication Date

1-1-1990

DOI of published version

10.1177/027347539001200302

Link to Full Text

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