Marketing undergraduates' attitudes towards query-based instructional machines as a possible learning medium |
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| Authors: | Roger Bennett & Rita Kottasz |
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| Institution: | Department of Business Studies, London EC2M 6SQ. |
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| Abstract: | Six hundred and seventy-one undergraduates completed a questionnaire concerning their reactions to the idea that parts of their degree programmes might be delivered via Query Based Instructional Machines. The latter are commonplace in museums and other cultural attractions. They are menu-driven and operate on the touch-screen principle, thus allowing the user to browse through whichever aspects of a subject the person finds most interesting. Cognitive, affective and conative responses were measured and related to students' personal characteristics, degree programme, year of study, level of academic attainment, psychological involvement with a course, and innate tendencies vis-à-vis need for cognition, curiosity, and change leadership. The sample comprised students on three categories of degree programme: marketing, computing, or humanities. An analysis of covariance (ANCOVA) was completed using aggregated responses as dependent variables, degree type as the fixed factor (grouping variable), and personal characteristics and inclinations as covariates. There were a number of significant differences between the responses of the marketing students and students in the other groups. |
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