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Journal of Marketing Education, Vol. 26, No. 1, 17-30 (2004)
DOI: 10.1177/0273475303258276

The Relative Influence of Published Teaching Evaluations and Other Instructor Attributes on Course Choice

Wendy Bryce Wilhelm

College of Business and Economicsat Western Washington University, Bellingham

One hundred and twenty-seven undergraduate business majors at a regional northwestern university completed a series of hypothetical choice tasks in which they were asked to choose between two courses that varied with respect to the instructor’s course evaluations, grading leniency, the course’s worth/usefulness, and the assigned workload. Data analysis revealed that while evaluations exert a significant influence on choice, course worth and grading leniency are the most important determinants of course choice. Share of preference simulations indicated that students are twice as likely to choose a course with an instructor who receives excellent, as opposed to average, course evaluations, all else being equal. However, students are willing to put up with poor course evaluations or a heavy workload if they believe that they will gain a great deal of useful knowledge. The article concludes with a call for more research on the decision process relating to course choice.

Key Words: course selection decisions • student evaluations of teaching • conjoint experiment • teaching effectiveness • market simulation


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[Abstract] [PDF]