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Journal of Marketing Education
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Personality and the Student Evaluation of Teaching

Dennis E. Clayson

College of Business Administration, University of Northern Iowa.

Mary Jane Sheffet

Department of Marketing, College of Business Administration, University of Northern Iowa.

Students' perception of the instructor's personality and the evaluation of instruction were found to be strongly related. Students appear to be using a contaminated measure to establish personality and its relationship to the evaluations. The findings do not support the contention that the association reflects a valid measure of instruction. Implications for changing evaluations and the use of the instruments are discussed.

Key Words: SET • student evaluation of teaching • personality • evaluation of personality • marketing education

Journal of Marketing Education, Vol. 28, No. 2, 149-160 (2006)
DOI: 10.1177/0273475306288402
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