Marketing Student Perceptions of Learning Activities: Structure, Preferences and Effectiveness

Abstract

Perceptions of 12 commonly used learning activities from 122 undergraduate students at five universities are analyzed with multidimensional scaling. Preferences and perceived effectiveness were also measured. Personal stimulation, required effort, and connection to the "real world" are the main dimensions of the students' perceptual space. Activities that provide realism and stimulation, yet require reasonable effort, are preferred and perceived as effective.