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An Investigation of the Perceptions of Business Students Regarding Non-Traditional Business Education Formats

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  • John W. Barnes
  • John Hadjimarcou

Abstract

Business education programs labeled as “non-traditional” continue to grow in importance and popularity and have accordingly continued to receive attention in the business educational literature. Generally lost in this literature, however, is the perception of business students regarding these programs. The purpose of our study was to examine student perceptions of non-traditional programs and to uncover the major latent themes regarding a variety of issues related to these programs. Our findings suggest that business students consider non-traditional education as a viable option to traditional education. However, respondents also voiced a number of disadvantages of non-traditional programs such as cost, external validity of degrees, and impersonalized learning environment. Implications for educators and/or administrators are offered.

Suggested Citation

  • John W. Barnes & John Hadjimarcou, 1998. "An Investigation of the Perceptions of Business Students Regarding Non-Traditional Business Education Formats," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 9(2), pages 59-81, May.
    • Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:59-81
    DOI: 10.1300/J050v09n02_04
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