From brand image research to teaching assessment: using a projective technique borrowed from marketing research to aid an understanding of teaching effectiveness

Abstract

This paper describes how a simple qualitative market research technique using a projective device called a bubble drawing can be used as a useful feedback device to gain an understanding of students' views of the teaching effectiveness of a market research lecture. Comparisons are made with feedback gained from teaching observations and insights drawn from this. Some areas for further research are suggested.

Citation

Boddy, C.R. (2004), "From brand image research to teaching assessment: using a projective technique borrowed from marketing research to aid an understanding of teaching effectiveness", Quality Assurance in Education, Vol. 12 No. 2, pp. 94-105. https://doi.org/10.1108/09684880410536468