Computer-Assisted Instruction for the Basic Marketing Course: a Student Evaluation

Abstract

Computer-Assisted Instruction (CAI) is under-utilized as an instructional aid in the introductory marketing course due to high computer costs, insufficient computer facilities, and absence of a CAI student response program. This paper reports student evaluations of a CAI program. Student users held more positive attitudes toward CAI as an educational tool. Non-users who had access to, but did not use the CAI program, perceived the computer- assisted, self-instructional program as difficult to use. The main problems were "finding time to use terminals" and "finding terminals available for use." Benefits were: review opportunities, help in studying for examinations, and the immediate feedback. These findings suggest that CAI is a viable learning device in the introductory mar keting course.

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