Response style contamination of student evaluation data

Dolnicar, Sara and Grün, Bettina (2009) Response style contamination of student evaluation data. Journal of Marketing Education, 31 2: 160-172. doi:10.1177/0273475309335267


Author Dolnicar, Sara
Grün, Bettina
Title Response style contamination of student evaluation data
Journal name Journal of Marketing Education   Check publisher's open access policy
ISSN 0273-4753
1552-6550
Publication date 2009-08
Sub-type Article (original research)
DOI 10.1177/0273475309335267
Volume 31
Issue 2
Start page 160
End page 172
Total pages 13
Place of publication Thousand Oaks, CA, United States
Publisher Sage Publications
Language eng
Abstract Student evaluation surveys provide instructors with feedback regarding development opportunities and they form the basis of promotion and tenure decisions. Student evaluations have been extensively studied, but one dimension hitherto neglected is the actual measurement aspect: which questions to ask, how to ask them, and what answer options to offer to students to get the most valid results. This study investigates whether cross-cultural response styles affect the validity of student evaluations. If they do, then the student mix in a class can affect an instructor's evaluation, potentially producing biased feedback and prompting inappropriate decisions by university committees. This article discusses two main response styles, demonstrates the nature of the bias they can cause in student evaluation surveys using simulated artificial data, and illustrates three cases based on real student evaluation data in which marketing instructors' teaching quality assessments may be heavily biased because of response styles. The authors propose a simple method to check for response style contamination in student evaluation data and they discuss some practical implications.
Keyword Student evaluations
Survey
Answer format
Likert-type scale
Ordinal
Response style
Satisfaction
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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