Abstract
![CDATA[Poster sessions had mainly been used in sciences and nursing, but have recently found their way into the marketing discipline. Introducing new forms of assessments should be based on pedagogical grounds as well as effectiveness. While various research studies have highlighted the benefits of the use of poster sessions, this paper attempts to develop a scale to measure the effectiveness of poster sessions as an alternative assessment in marketing. A survey was developed based on formal and informal student comments. Exploratory factor analysis, using an initial sample of 56, identified four factors, namely Creative/Interactive, Motivation, Stress and Relaxed Atmosphere, which were tested for reliability. Additionally, we included students’ level of academic confidence and cultural background as moderators, which indicated significant differences.]]
| Original language | English |
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| Title of host publication | Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009: Sustainable Management and Marketing, 30 November-2 December 2009, Melbourne, Australia |
| Publisher | ANZMAC |
| Number of pages | 6 |
| ISBN (Print) | 9781863081580 |
| Publication status | Published - 2009 |
| Event | Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → … |
Conference
| Conference | Australian & New Zealand Marketing Academy. Conference |
|---|---|
| Period | 3/12/12 → … |