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This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production.

The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data.

The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion.

While theatrical and performative metaphors have been widely used to theorise interactions in the marketplace, as yet the possibility of using theatre as a form of inquiry within marketing has been largely neglected. Documentary theatre is revealing of the ways in which marketplace cultures can perpetuate social inequality. Involving local communities in the co-production of knowledge in this way gives them a voice in the policy arena not hitherto fully addressed in the marketing field. Similarly, marketplace exclusion as a concept has been sidelined in favour of marketplace discrimination and consumer vulnerability – the authors think it has the potential to bring these fields together in exploring the range of dynamics involved.

This study aims to use self-reported publicly available student assessment data from the time period when there was an abrupt change in instructional method at the start of COVID-19 to assess potential for differences as a result of course delivery mode.

A general linear model using 837 student evaluations from 191 US public higher education institutions investigates the impact on student performance and how performance was related to a number of covariates, namely, online experience of instructor prior to shut downs, discipline of study and size of institution.

The analysis finds an overall grade point average (GPA) increase of 0.10 (out of 4.0) associated with the shift away from face-to-face instruction. In exploring potential covariates, only institutional size was significant in explaining this increase in GPA. This supports the notion that despite hardships inherent with the abrupt switch to online education across the country that student grades as a whole did not suffer.

The source of data was self-reported. In addition, GPA is an imperfect measure of student learning. Despite this, because GPA is highly correlated with student satisfaction, retention and matriculation, it is relevant.

This study suggests that the rapid transition to online instruction did not negatively impact student performance and may have marginally increased these marks. These findings were cross-disciplinary and not influenced by the instructor’s prior online teaching experience. These findings support the idea that institutions and instructors should be more willing to use a variety of delivery modes going forward.

The data set used is uniquely large and varied in the number of institutions, professors, students and discipline. The COVID-19-induced transition from largely in-class instruction to mostly online or remote instruction allowed for a natural experiment that eliminates the sample selection problem associated with most other instructional method comparison studies.