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Demand for Multimedia in the Classroom

Published online by Cambridge University Press:  26 January 2015

Tracy A. Boyer ,
Brian C. Briggeman  and
F. Bailey Norwood
Tracy A. Boyer
Affiliation:
Agricultural Economics, Oklahoma State University, Stillwater, OK
Brian C. Briggeman
Affiliation:
Federal Reserve Bank of Kansas City, Omaha Branch, Omaha, NE
F. Bailey Norwood
Affiliation:
Agricultural Economics, Oklahoma State University, Stillwater, OK
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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.

Keywords

conjoint rankinginstructionmicroeconomicsmultimedia instructionvaluationA22Q19
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 41 , Issue 3 , December 2009 , pp. 791 - 808
Copyright
Copyright © Southern Agricultural Economics Association 2009

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