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Journal of Marketing Education
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GPA in Research Studies: An Invaluable but Neglected Opportunity

Donald R. Bacon

Department of Marketing, Daniels College of Business, at the University of Denver; 2101 S. University Blvd (Rm 495), Denver, CO 80208; phone: (303) 871-2707; fax: (303) 871-2323; dbacon{at}du.edu

Beth Bean

Office of Institutional Research and Assessment at the University of Denver

Grade point average (GPA) often correlates highly with variables of interest to educational researchers and thus offers the potential to greatly increase the statistical power of their research studies. Yet this variable is often underused in marketing education research studies. The reliability and validity of the GPA are closely examined here in a research study context. These findings are combined with other published results to offer specific recommendations and examples related to how education researchers can improve their studies with the appropriate use of GPA.

Key Words: research design • assessment • reliability • academic performance • GPA

Journal of Marketing Education, Vol. 28, No. 1, 35-42 (2006)
DOI: 10.1177/0273475305284638
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D. R. Bacon, P. Paul, C. Johnson, and T. Conley
Improving Writing Through the Marketing Curriculum: A Longitudinal Study
Journal of Marketing Education, December 1, 2008; 30(3): 217 - 225.
[Abstract] [PDF]