Tiffany M. Winchester

Exploring the Impact of Faculty Reflection on Weekly Student Evaluations of Teaching

This exploratory study considered Larrivee’s assessment of teachers’ reflective practice levels by using a formative, weekly, online student evaluation of teaching (SET) tool through a virtual learning environment (VLE) as a means to encourage reflective practice. In‐depth interviews were conducted with six faculty members in three departments at a university college in the UK. The study found that: (a) faculty who experienced surface‐level reflection were more likely to have a reactive reflection style; and (b) faculty who experienced higher levels of reflection were more likely to have a proactive reflection style. Overall, the tool was found to be an efficient means of encouraging reflection by all participants and demonstrated that reflective practice could come about as a result of these weekly formative SETs. The study concludes with suggestions for academic development and future research on reflection that could be conducted using SETs via a VLE.

If you build it will they come?; Exploring the student perspective of weekly student evaluations of teaching

This exploratory study investigated the students’ use of formative, weekly, online evaluations of teaching through a virtual learning environment. Results were based on in‐depth interviews of seven students at a rural university college in the UK. Students from different genders, education levels and backgrounds volunteered for the study. The students thought it was a good tool and useful for providing anonymous feedback. However, their motivation to fill in the evaluations every week varied throughout the period of study, and the weekly feedback soon became routine and too onerous a task, and thus had a tendency towards being superficially conducted. Students were more inclined to comment on negative issues, rather than critically analyse positive ones. They also tended to be more positive towards conducting the evaluation if the lecturer discussed them and/or made changes to their future lectures.

Consumer Socialization Agency: Implications for Family Decision-Making About Holidays

ABSTRACT This paper investigates the influence young adult children living at home have over parents’ holiday decisions. “Consumer socialization agency” (CSA) was developed as a measure to capture the intercession or mediation one person accepts from another person about consumption issues. The analysis was conducted through a dyadic method, which involves collecting data from and analyzing data about pairs of people (dyads); in this case, parents and their children. CSA was related to family size and gender+ but more closely related to family communication style. Families fostering an open, issue-based communication style seem to have the highest likelihood of children socializing parents.

A longitudinal investigation of the impact of faculty reflective practices on students' evaluations of teaching

Though there have been many studies conducted that emphasise faculty reflection as a crucial feature of professional practice, there appears to have been little empirical evidence to support the proposition that reflective practice improves the quality of teaching. Previous research demonstrated that reflective practice could be encouraged by weekly formative student evaluations of teaching ( SETs). This study investigated the impact of reported reflective practice using formative SETs on changes to summative SETs, typically conducted at the end of a teaching period. Data was collected in a rural UK-based university-college in 11 modules ( n = six faculty members, n = 413 students) in Business, Countryside and Environment, Foundation Degree and Veterinary Nursing programmes over the period of 2 years of data collection. Findings show that on average, SET scores increased for all reflective practitioners year on year and increased more for those faculty members who demonstrated higher levels of reflection. [ABSTRACT FROM AUTHOR]

Young Adults and Politics: Investigating Factors Influencing Voter Decision Making

Many parallels have been drawn between politics and marketing; however, the application of consumer behavior decision making to voter decision making is still an important research focus. Results from general elections around the world show that the turnout among young adults tends to be lower than in the general electorate, suggesting low interest and involvement in politics. This qualitative study investigated low-involvement decision making of young adult voters in Australia. Data were compiled from semistructured face-to-face interviews conducted with 29 young adults to explore their views, and NVivo software was used to assist with thematic analysis. Findings suggest that with low-involvement voter decision making, perceived knowledge and passive information seeking are important factors. Exposure to the media also plays an important role, and young voters rely more on traditional media such as newspapers and television than on social media for current political information.

Conceptualizing Usage in Voting Behavior for Political Marketing: An Application of Consumer Behavior

Political marketing has borrowed and adapted many terms from mainstream marketing, such as image management (segmentation, targeting, and positioning) and consumer (voter). In marketing, the terms “user” and “usage” have been established, yet their application to political marketing is less clear. This paper analyzes the feasibility and usefulness of usage in the political context. Drawing from the literature on usage, a model is developed and applied to four voting environments: Britain, Australia, Russia, and Belarus. One critical factor that emerges is the concept of choice, whereby the voter may chose to indicate their preference for one party yet be forced to use a different party as chosen by collective choice. Another issue is the potential for habitual voting behavior to limit decision making. It is concluded that usage needs to be contextualized specifically for political marketing.

Evaluating young adult voter decision-making involvement within a compulsory political system

Purpose – This study aims to specifically focus on the lower-involvement young adult voters within the Australian compulsory voting context. It explores voters’ political decision-making by considering the influence of the consumer behaviour theory of involvement. Design/methodology/approach – A thematic analysis was conducted to analyse the interviews within the two research questions: information seeking and decision-making. Findings – Key themes within information seeking are the reach of the information available, the frequency of the information presented, the creativity of the message and one-way versus two-way communication. Key themes within evaluation are promise keeping/trust, achievements or performance and policies. Lower-involvement decision-making has the potential to be a habitual, limited evaluation decision. However, issues of trust, performance and policies may encourage evaluation, thereby reducing the chances of habitually voting for the same party as before. Practical implications – T...

How Usage Influences Young Adult Voting Decision-Making: An SEM Analysis

ABSTRACT Political marketing is increasing in importance as a field of study, and despite decades of study, researchers suggest that still more focus needs to be on the voter as a consumer. This article addresses the need by analyzing consumer voting decision-making. Voting decision-making research by O’Cass (2002a) and O’Cass and Pecotich (2005) was replicated and extended specifically for young adult (ages 18–25) voters using quantitative data collected in Australia using a self-completion survey. This model was adapted to include an additional construct of commitment to voting, then tested across two groups of young adult voters: those who previously voted for the current political party in power and those who did not. Structural equation modeling was used to compare lower-involvement voting decisions of the two groups of young adults. The results showed that an influential factor on young voter decision-making was their previous behavior, or usage, of the political party. This was especially strong in voters who had previously voted for the current party in power. Those who did not vote for the current party in power required more steps in deciding whom to vote for. Implications for political marketing practice are also provided.

Utilising the Virtual Learning Environment to Encourage Faculty Reflection and Improve the Student Learning Experience

Student evaluations of teaching (SETs) are the most frequent form of faculty performance in the classroom, though they tend to be used as summative rather than formative evaluations. In this chapter, a project involving the use of a virtual learning environment for formative, weekly SETs is explored from both the student and faculty point of view at a rural university college in the United Kingdom. This project encouraged student participation in creating the learning environment and faculty reflection on how to improve the student experience. From the student perspective, the weekly anonymous evaluations were useful for providing feedback; however, students tended to only respond if they were not satisfied with the faculty member. The exception to this was that some students were more motivated to complete the evaluation forms if they believed the faculty member was utilising their feedback. From the faculty perspective, the feedback was not as detailed as they had expected, and some questioned whether it was worth the effort of conducting formative evaluations if the response rate was so low. Others used the feedback for reflective purposes, and it was found that those that reflected on their work at higher levels tended to receive a greater year-on-year increase in their end of year teaching evaluations.