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Toward A Computer-Scored Assessment Of Marketing Expertise, Donald R. Bacon, Tia M. Quinlan-Wilder

Scholarship of Teaching and Learning

In this paper, case-based measures of marketing expertise, a construct perhaps similar to critical thinking, are developed. The measures only achieved modest reliability. In a pre-post design, there was some evidence that students improved in marketing expertise during the quarter, but the effect is probably small, indicated that repeated training would likely be necessary to achieve more substantial learning gains.