The use of computers as substitute tutors for marketing students

Abstract

The use of computers as substitute tutors is associated primarily, though not exclusively, with multiple‐choice question formats (Ellington, Percival and Race, 1993). We report the findings of a project that involved the design, testing and evaluation of a set of computer‐based tutorials employing multiple‐choice questions with 700 students on postgraduate and undergraduate introductory Marketing modules. The computer‐based tutorials were designed to meet two main objectives, namely to help students in their formative assessment and to help staff monitor any difficulties students were experiencing with module content. However, students incorporated the tutorials into their learning in ways that had not been anticipated specifically; they used the tutorials for a number of related but different purposes, and their usage patterns varied considerably