Student Response Systems Adoption and Use in Marketing Education: A Status Report

Abstract

Despite the growing interest in student response systems (aka "clickers") shown by many disciplines, there have been no visible, extensive studies on marketing educators’ adoption and use of clickers. This empirically based article uncovers reasons why some marketing educators choose to teach with clickers while others do not. It provides an in-depth look at how those teaching with clickers are using them in their classrooms. Specific direction is given for current users seeking knowledge on how to more fully exploit clicker technology. Sound advice is also offered for first-time users seeking basic, how and where to start teaching with clickers ideas.