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Should I Take It or Should I Not? Exploration of Students’ Course Choice as a Product

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Author Info

  • Goknil N. Kocak

    (University of Mersin, Turkey)

  • N. Serdar Sever

    (Anadolu University, Turkey)

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    Abstract

    This study aims to explore the components of students’ course selection process and overlooking these components from marketing perspective. Three focus groups were administered. Data revealed that the focus groups participants’ responses are congregated in two main categories: (1) WOM related evaluations. (2) Official concerns based evaluations. The WOM related evaluations were emerged as follows; (1.1) instructors’ in-class performance, (1.2) the degree of attractiveness of course-related virtual environment, (1.3) the toughness of course assignments and their grading policies. Official concerns based evaluations were surfaced as follows; (2.1) level of academic and practical experience of instructors (2.2) the use of computer-enhanced learning technologies. Like consumer purchase decision process it is observed that, students too seek reliable information and gather information mainly from senior students in the form of WOM activities; and courses and instructors’ performance factors which are counterparts of product and services in academia are evaluated based on information in WOM activities.

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    File URL: http://www.econjournals.com/index.php/irmm/article/download/15/4
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    Bibliographic Info

    Article provided by Econjournals in its journal International Review of Management and Marketing.

    Volume (Year): 1 (2011)
    Issue (Month): 1 (April)
    Pages: 1-7

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    Handle: RePEc:eco:journ3:2011-01-1

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    Web page: http://www.econjournals.com

    Related research

    Keywords: Product choice; WOM; students; focus group; exploration; virtual environment.;

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    1. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. " Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 350-62, December.
    2. Dina Mayzlin & Judith A. Chevalier, 2003. "The Effect of Word of Mouth on Sales: Online Book Reviews," Yale School of Management Working Papers ysm413, Yale School of Management.
    3. Bottomley Paul, 1990. "A meta-analysis of applications of diffusion models : F. Sultan, J.U. Farley and D.R. Lehmann, Journal of marketing research 27 (1990) 70-77," International Journal of Forecasting, Elsevier, vol. 6(4), pages 584-585, December.
    4. Howard, Daniel J & Gengler, Charles, 2001. " Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, University of Chicago Press, vol. 28(2), pages 189-201, September.
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