Demand for Multimedia in the Classroom

Tracy Boyer (), Brian Briggeman and Bailey Norwood ()

Journal of Agricultural and Applied Economics, 2009, vol. 41, issue 3, 791-808

Abstract: This study elicits preferences for multimedia in the classroom for students and faculty members in agricultural economics. Employing an Internet-based conjoint ranking survey, the results show that students prefer multimedia instructional tools over a traditional chalkboard/whiteboard lecture format while faculty members do not. Neither students nor faculty members are enthusiastic about electronic textbooks, and students will accept them only if they save $80. Finally, preferences for multimedia are shown to differ with students who self-report differing note-taking abilities, preferences for chalkboard lectures, and the need for an engaging class. Successful multimedia adoption requires appropriate use and lowering costs for students.

Date: 2009
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