Student perceptions of the educational quality provided by different delivery modes

1
Student perceptions of the educational quality
provided by different delivery modes

• Christine Bruff
• University of Newcastle, Australia
• Christine.Bruff_at_newcastle.edu.au
• Alison Dean
• University of Newcastle, Australia
• Alison.Dean_at_newcastle.edu.au
• John Nolan
• University of Newcastle, Australia
• John.Nolan_at_newcastle.edu.au

2
Background

• On-line delivery is growing
• industry
• government
• students

3
Background

• Implications for students
• quality of student learning?
• Smith and Rupp (2004) higher grades on-line
• Scheines, Leinhart, Smith Cho (2005) equal or
  better on-line, but depended on student strategy
• Finlay, Desmet Evans (2004) no difference
• Anstine Skidmore (2005) less effective
  on-line
• design, pedagogy, and the instructor matter!

4
Background

• Implications for universities
• understand the on-line environment
• what creates quality?
• changes in students
• e.g.Teichler (2001) learning behaviours and
  competencies
• changing role?
• e.g. Teichler (2001) - advisory and feedback?

5
Our Study

• Aims
• to explore students views on the future of
  on-campus delivery
• to identify students perceptions of the
  educational quality provided by different
  delivery modes

6
Our Study

• Methodology
• Blackboard discussion forum question
• As the possibilities widen for electronic
  delivery of education, will there still be a
  place for on-campus programs?
• Two groups
• 2nd year, on-campus, information systems/business
• post-grad, on-line, business/information
  technology
• Content Analysis
• data reduction, data display, conclusion drawing
  / verification

7
Themes

• Teaching methods (23)
• Practical Considerations (20)
• Social Aspects (14)
• Credibility (11)
• Learning Environment (9)
• Cost (9)
• Facilities (8)
• Individual characteristics (6)

I think it would be a shame to see the great
universities of the world close their doors, as
their very existence has inspired so many people.
8
Company
External marketing (promises)
Internal marketing (enabling employees)
Technology
Staff
Customers
Interactive marketing (promises to reality)
The Services Marketing Pyramid (Parasuraman and
Grewal, 2000)
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The University
D Reputation and image
External marketing (promises)
Internal marketing (enabling employees)
Technology
B Personal needs
C Physical presence
A Learning support
Staff
Students
Interactive marketing (promises to reality)
Major interacting relationships in the study A
Relationships between Students, Staff and
Technology (Themes 1 Teaching methods and 5
Learning environment) B Relationships between
Students and Technology (Themes 2 Practical
considerations 6 Cost and 8 Individual
characteristics) C Relationships between Students
and The University (Themes 3 Social aspects and
7 Facilities) D Relationships between Students,
The University and Technology (Themes 4
Credibility)
Adapted from the Services Marketing Pyramid of
Parasuraman and Grewal, 2000
10
Area A Learning Support (students, staff, and
technology)

• Themes
• Teaching methods (23) effectiveness of
  different teaching and learning methods
• Learning environment (9) the intellectual
  environment that facilitates participation,
  collaborative learning, etc

Undergraduates need hard-nosed lecturers to
keep you in line, and focussed on completing your
goals.
11
Link B Students personal needs and preferences
(students and technology)

• Themes
• Practical considerations (20) including
  flexibility, work, travel, family, time,
  equipment, and distractions
• Cost (9) Students perceptions of cost and
  value
• Individual characteristics (6) demographics,
  characteristics, attitudes, and judgments of
  students

success in taking an online program requires
students to be highly self-disciplined and
self-motivated
12
Link C Physical resources and presence(students
and university)

• Themes
• Social Aspects (14) non-academic social
  interaction and engagement
• The social dynamics of online and distance
  education demand that these emotional bonds of
  group support and trust be treated as a serious
  topic for future research.
• Smith and Rupp (2004, p. 102)
• Facilities (8) facilities to support learning,
  and the physical environment

Wouldn't like to be the first patient of these
doctors that have been taught only online
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Area D Reputation and image of the
university(students, technology and university)

• Themes
• Credibility (11) overall perception of quality,
  benefit of building on traditions and past values

Oxford University is different from Harvard.
Some people call it the spirit of the
University. I doubt such kind of spirit can be
formed from on-line learning Universities are
judged first on their success as bricks and
mortar institutions
14
Summary

• Clicks and mortar for options and choices
• Educational objectives
• academic achievement
• knowledge
• deep understanding
• social engagement
• development

15
Where next?

• Focus groups, to explore
• the inherent value of technology to students
• the potential impact of increased technology use
  on the reputation and credibility of the
  university