Multidimensional Scaling: A Marketing Research Tool to Evaluate Faculty Performance in the Classroom
- 1 December 1991
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 13 (3), 14-20
- https://doi.org/10.1177/027347539101300303
Abstract
University and college educators have long been advised to examine faculty performance, although traditional methods of evaluation have been justifiably criticized. The authors propose the adoption of a marketing research tool, multidimensional scaling, to provide more comprehensive reporting and tangible dimensions for potential improvement for a given instructor. A case example of how the tool can be employed is presented; implications for marketing educators are discussed.Keywords
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