Effect of Dialogue-Analysis and Fishbowl Instructions on Retention Ability of Business Education Students in Principles of Marketing in North-Eastern Nigeria

Abstract

The study investigated the Effect of Fishbowl and Dialogue-Analysis on retention ability of business education students in Principles of Marketing. The study had four objectives, four research questions and four null hypotheses. An intact three classes of 370 were used for the study. The instrument used for data collection was Diagnostic Marketing Achievement Test and Marketing Retention Achievement Test. The instruments were pilot tested and the result of the pilot study established the reliability coefficient of .809. The students were tested using DMAT after the treatment. The DMAT was reshuffled and called Marketing Retention achievement Test (MRAT). The MRAT was administered two weeks after post-test. The scripts of the test were marked and subjected to statistical analysis using SPSS to compute mean and mean difference which was used to answer the research questions. Paired Sample t-test was employed in testing hypotheses one and two while ANOVA was employed to test null hypotheses four. Effect size was also calculated to further affirmed the results of research questions and hypotheses. All the hypotheses were tested at the 0.05 level of significance. The result revealed among others that Fishbowl and Dialogue-analysis has effect on the retention ability of students in principles of marketing. It was therefore concluded that the adoption of these instructional strategies will help reduce the rate of students’ failure in Principles of Marketing. Based on the findings, it was recommended that lecturers should be using fishbowl and dialogue analysis instructional strategies in teaching Principles of Marketing. Key words: Dialogue-Analysis, Fishbowl, Retention, Principles of Marketing DOI: 10.7176/JEP/11-5-14 Publication date: February 29th 2020