A Test of the Reciprocity Effect in the Student Evaluation of Instructors in Marketing Classes
- 1 July 2004
- journal article
- research article
- Published by Taylor & Francis in Marketing Education Review
- Vol. 14 (2) , 11-21
- https://doi.org/10.1080/10528008.2004.11488863
Abstract
Grades given to students and evaluations given to instructors are related. Several explanations have been advanced to explain the relationship. The most damaging to the validity of the student evaluation process is a reciprocity relationship. A study of marketing classes found that every prediction made by a reciprocity hypothesis was validated. Implications are reviewed.Keywords
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