Clickers Are Dynamic Assessment Tools in Marketing Education

Pelin Bicen, Mary Beth Pinto

Research output: Chapter in Book/Report/Conference proceedingChapter


The main objective of this study is to introduce clickers (personal response system, PRS) as a dyanamic assessement tool, and investigate the effect of clicker techmology, as an effective intervention, on students’ behaviors and motivation. Further, this study aims to offer a rationale for using clicker technology and suggest best parctices for intergrating the technology into marketing course curriculums.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


Dive into the research topics of 'Clickers Are Dynamic Assessment Tools in Marketing Education'. Together they form a unique fingerprint.

Cite this