Assessing Learning Outcomes: A Comparison Of Multiple-Choice And Short-Answer Questions In A Marketing Context  

Oleh:

Bacon, Donald R.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 25 no. 1 (Apr. 2003), page 31-36.
Topik: assessment; multiple choice; objective testing; testing
Fulltext: 31.pdf (88.38KB)

Isi artikel

This study carefully examines two widely used methods for assessing marketing learning outcomes: multiple-choice tests and short-answer tests. Student scores on multiplechoice and short-answer portions of a midterm exam in consumer behavior were compared in terms of time to completion, reliability, and validity. The multiple-choice format was found to yield equivalent reliability and validity in a shorter amount of test-taking time. In contrast to some earlier studies, no gender effect was found: neither format differentially benefited men or women.

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