The Use of Importance-Performance Analysis for Improving the Quality of Marketing Education: Interpreting Faculty-Course Evaluations
- 1 August 1989
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 11 (2) , 78-86
- https://doi.org/10.1177/027347538901100213
Abstract
The article focuses on demonstrating how importance-performance analysis can serve as an easily applied technique for reducing the difficulties in translating faculty-course performance results into meaningful actions. A specific faculty-course evaluation example which uses an extended version of the technique is offered. Important insights are presented regarding the modified technique's impact on making strategic quality improvement1 decisions for marketing education.Keywords
This publication has 5 references indexed in Scilit:
- The Propensity of College Students to Modify Course Expectations and its Impact on Course Performance InformationJournal of Marketing Education, 1987
- TEACHING EFFECTIVENESS IN THE DECISION SCIENCES: THE USE OF STUDENT EVALUATIONSDecision Sciences, 1978
- Importance-Performance AnalysisJournal of Marketing, 1977
- Product Performance and Consumer Satisfaction: A New ConceptJournal of Marketing, 1976
- Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product PerformanceJournal of Marketing Research, 1973