Do students know best when it comes to assessment? A best/worst analysis of assessment choices

Steven D'Alessandro, Hume Winzar

Research output: Book chapter/Published conference paperConference paperpeer-review

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While much has been written on the nature of marketing assessment (Miller, Chamberlin andSeay 1991; Miller and Mangold 1996; Nonis, Hudson and Philhours 2005; Bacon andAnderson; Paladino 2008 and Pearce and Lee 2009), there has been little research on the typeof assessments and weighting students would prefer. The nature of assessment can also affectlearning outcomes and student satisfaction (Green 1997; Moberg and Watson 2003; Sampson,Bontia and Betters-Reed 2008; Welch 2009 and Pearce and Lee 2009). This paper uses BestWorstscaling to examine assessment trade-offs made by students studying consumerbehaviour. Students were asked to choose the best and worst assessment types using aincomplete balanced block design. Assessment choices included weightings for tutorialparticipation , a mid semester test, group project work and a final exam. Also included werewhether the final exam or mid semester was multiple choice, short answer or a combination ofboth. It was found that while a majority (56%) of students preferred a final exam weightingof 40% with a mix of multiple choice and short answer questions, a 20% multiple choice midsemester, 10% participation mark and a 30% group project, there were three distinct segmentsof assessment choices. These segments were found to differ somewhat in terms of gender,hours worked and whether the student's secondary education was in English or not.Implication for marketing educators of the results is also discussed.
Original languageEnglish
Title of host publication8th ANZAM
Subtitle of host publicationManaging in challenging times
Place of PublicationAustralia
Number of pages8
ISBN (Electronic)9780473178208
Publication statusPublished - 2010
EventAustralian New Zealand Marketing Academy Conference - Christchurc NZ, New Zealand
Duration: 29 Nov 201001 Dec 2010


ConferenceAustralian New Zealand Marketing Academy Conference
CountryNew Zealand

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