Small business peceptions of online marketing research

Concerns over the overall cost of marketing research and the cost per usable response have in large measure caused marketing practitioners to turn to online marketing research techniques, either as a solus technique, or in a mixed mode application. However, the use of e-mail and mixed mode surveys such as postal invitations to complete online questionnaires present both familiar and new issues, as the extant literature illustrates. This paper examines an earlier study before reporting findings from the present study, which employs a method that ascertains the probability of commissioning and/or responding to four survey research methods, described in scenarios and delivered using e-mail and the World Wide Web (Web). It is evident that while perceptions of e-mail, the Internet, and privacy have changed since early use of the Internet and more particularly the World Wide Web, and there is acknowledgment in the literature concerning the lower costs and faster response speeds of online marketing research, small businesses do appear to discriminate in favour of targeted online survey methods over postal surveys, portrayed as scenarios in this study. They indicate a greater likelihood of responding to targeted, hybrid email/Web surveys than traditional postal surveys.

Small business perceptions of postal and online survey research

Concerns over the overall cost of marketing research and the cost per usable response have in large measure caused marketing practitioners to turn to online marketing research techniques, either as a solus technique, or in a mixed mode application. However, the use of e-mail and mixed mode surveys such as postal invitations to complete online questionnaires present both familiar and new issues, as the extant literature illustrates. This paper examines an earlier study before reporting findings from the present study, which employs a method that ascertains the probability of commissioning four survey research methods, described in scenarios and delivered using e-mail and the World Wide Web (Web). It is evident that while perceptions of e-mail, the Internet, and privacy have changed since early use of the Internet and more particularly the World Wide Web, and there is acknowledgement in the literature concerning the lower costs and faster response speeds of online marketing research, small businesses do appear to discriminate in favour of targeted online survey methods over postal surveys, portrayed as scenarios in this study, but that this perception does not apply to all hybrid survey modes.

Online student portfolios for demonstration of engineering graduate attributes

Engineers Australia is the Australian professional body that accredits undergraduate engineering programs. It espouses an ‘outcomes-based’ program accreditation philosophy, but imposes mandatory ‘process’ requirements for off-campus programs that are in addition to the requirements for conventional on-campus programs. The focus on off-campus engineering study raises the question: how can learning outcomes, regardless of mode of study, be effectively measured? The current answer appears to be ‘graduate attributes’. The literature reveals a range of sophistication in approach to graduate attributes from identifying desirable graduate attributes, through to evidence-based certification of individual student attainment of graduate attributes. Many engineering accrediting bodies around the world identify student portfolios as a strategy for demonstrating student attainment of graduate attributes. The increasing use of online technology by students and educators alike, including as part of assessment, means that many of the reported applications of student portfolios are online portfolios. The effectiveness of online student portfolios will depend on them being embedded in day-to-day educational practice, rather than being an optional extra given a low priority by busy students. This paper presents a survey of the related literature and briefly outlines a project in progress at Deakin University to trial an online student portfolio.

Online self and peer assessment in large, multi-campus, multi-cohort contexts

The increasing use of team assignments within higher education is well documented. The driving forces behind this include desires to facilitate reflective and collaborative learning, to develop generic teamwork skills for graduate employment and to reduce the grading workloads of faculty staff. Students however consistently report dissatisfaction when the assessment of team assignments produces a common grade for all team members. Self-andpeer-assessment (SAPA) is presented as a fair, valid and reliable method of producing information about ongoing team processes. This information can provide ongoing feedback to team members and rich formative data to instructors attempting to assess the team process and students’ teamwork skills. This data can also enable individualised summative assessment in dysfunctional teams or situations of uneven team member contributions. Whilst manual SAPA protocols can work effectively for smaller classes, computer-assisted SAPA offers a solution to the problems of large classes. This paper reports on the early stages of an online SAPA tool, originally developed for small classes of architecture students, adapted for use by very large business communication classes comprising up to 1000 students in a semester. This large unit is delivered on four Australian campuses as well as off-campus and in off-shore mode, by up to fourteen instructors at any one time. The paper documents how three researchers from very different backgrounds worked to create their own research team, implement a pilot study, and adapt the online tool, whilst adhering to comparability of assessment constraints and maintaining integrity of research design.

Perceptions of roles and responsibilities in online learning : a case study

The extensive introduction of online technologies to support teaching and learning is impacting how teachers teach and students learn. It is also affecting both teaching staff’s and students’ perceptions of what each others’ roles are. The research reported here is part of a larger study that explored different aspects of teaching and learning in online environments. This study was undertaken within an Australian university and involved an institution-wide survey of students. The paper reports on students’ perceptions of their roles as online learners and the expectations they have of online teachers. The outcomes of the research suggest that different cohorts of students have different expectations. These expectations are informed by their mode of study and also by their perceptions of how staff engage with online teaching. Recommendations include proactive management of student expectations by staff, as well as a commitment by staff to meet those expectations.

The learning outcomes of an online reflective journal in engineering

Reflective thinking based on experiential learning is a key skill required for the lifelong learner and the socially mature professional. Following several semesters employing a written reflective journal as an assessable task, a fourth-year engineering management unit adopted an online reflective journal. During the initial semester of use, an evaluation was undertaken to investigate student perceptions of the online journal. A summary of this previous work is presented here. Following three semesters of use of the online journal, an analysis of the student use of the journal was undertaken to investigate its contribution to unit learning outcomes. Based on the evaluation of student perceptions of the online reflective journal, it was found that a majority of students understood the purpose of the journal, and valued the journal in their learning; a majority of students read the journal entries of other students, and indicated that this assisted their learning; and the two most frequently reported ‘most useful’ aspects of the journal were the ‘enforced’ continuous revision of course material, and the ability to compare their understanding of the course material with that of other students. Based on a regression analysis of the factors related to student usage of the online reflective journal, it was found that the significant contributors to final unit mark where: prior academic performance; number of journal postings; and mode of study. This research confirmed that the online reflective journal was fertile territory in the landscape of educational technology, both in terms of student perceptions and contribution to unit learning outcomes.

Blended and online learning : student perceptions and performance

Purpose – The purpose of this paper is to improve educator knowledge of the antecedents and consequences of blended learning in higher education.

Design/methodology/approach – A longitudinal case study approach is adopted. Three case studies each involve tracking a student evaluations of teaching (SET) measure (willingness to recommend) and grade point average for three subjects from the same business discipline over six years. The cases involve comparison of: a business subject taught solely online; a business subject where experimentation in the blend of face-to-face teaching and learning is involved; and a business subject where face-to-face teaching is primarily used, and where in the most recent iteration online content supplements the learners' experiences.

Findings – The findings suggest that there are situations where integrated use of blended learning involving face-to-face teaching, digital media and digital communication with simple navigation between the content items leads to positive student perceptions. This is in contrast to negative student perceptions in the situation where learners must navigate in online learning, and where there is little or no face-to-face instruction. While not examined in detail, nor part of the research question, it is not surprising to find no relationship between learning mode and grade point averages is evidenced.

Research limitations/implications – The effects of prior computer literacy and language proficiency across the students used in this study, and potential demographic and experiential differences between on-campus and off-campus students are not controlled for. Additionally, only three business subjects are investigated and it is recognised that there is a need for a broader study. Finally, with response levels to the university-controlled SET that typically range between 20-43 per cent for these large subjects, there is possible non-response bias that it was not possible to counter over the six years involved.

Practical implications – The findings in this study suggest that while blended learning offers many benefits to higher education institutions and learners alike, care needs to be taken in the manner in which such approaches are implemented in light of possible negative learner perceptions where a less traditional approach is taken.

Originality/value – A major contribution of this study is the fact that experimentation has taken place in terms of the degree of face-to-face and online learning that have been blended in at least one subject (case study two), and the fact that the SET for this subject are compared, longitudinally, with two other subjects which lie on either side of this subject in terms of the extent of online and face-to-face teaching and learning employed – 100 per cent online in case study one and almost 100 per cent face-to-face in case study three.

Online learning environments : same place; different demographic space?

This paper presents a large scale, quantitative investigation of the impact of demographic differences on the student experience of using an online learning environment (OLE). Female respondents generally gave higher ratings than males, and gave significantly higher ratings in both importance and satisfaction to a group of OLE elements related to online interaction and community. Postgraduate respondents generally gave lower satisfaction ratings than undergraduate students, though significant differences were few. Results on the basis of mode of enrolment were mixed. The discovery of significant differences between demographic groups highlights the importance of up-to-date and on-going research-based surveys of student perceptions of the OLE. The finding that elements of the institutional OLE are not universally perceived the same way by all students groups also challenges the value of standard, one-size-fits-all institutional policies and templates relating to the use of the OLE.

Quality in flexible, online and distance education at Deakin University, Australia

This chapter presents an overview of the management of quality for flexible, online and distance education (off-campus education) at Deakin University in Australia. In 1974, Deakin University was established as a dual-mode institution educating large numbers of both on- and off-campus students. From its foundation it has increasingly sought to provide the same learning resources, equivalent learning experiences and parity of outcomes to students studying in all modes (Hay, Lowe, Gibb & Anderson, 2002). While this was the ideal on which Deakin was founded, in practice approaches differed across various schools and courses where in some areas integration was achieved through an open-campus model, while in others the tendency was towards separation of the modes of delivery by course. Deakin’s history can be characterised as moving from dual-mode approaches to educating its student cohorts, to a now well articulated, integrated and institution-wide approach to assuring and improving the quality of all modes of educational delivery for an extremely diverse and complex set of student cohorts. In this regard, it makes no particular distinction between these student groups in its policies, procedures and processes relating to educational matters.

Deakin Studies Online student survey 2004/2005

The data was collected to gauge Deakin University students' perceptions of the university's centralised learning management system, especially if it enhanced their learning experience. It identified the features that were most used and valued by the students and those they felt could be improved.

The dataset consists of a set of survey questions and the survey results in an electronic database. It comprises of 2908 responses from 2004 and 2526 responses from 2005; including approximately 1000 open-ended comments providing rich qualitative data.

The data includes the following categories of information:
• demographic and background information (including gender, mode of study);
• perception of importance of and satisfaction with a range of LMS functions;
• a number of overall LMS satisfaction measures; and
• open-ended written comments about the LMS.

Deakin Studies Online staff survey 2004/2005

The data was collected to guage Deakin University staff perceptions of the university's centralised learning management system, especially if it enhanced their teaching. It identified the features that were most used and valued by the teaching staff and those they felt could be improved.

The dataset is comprised of a set of survey questions and the survey results in an electronic database. It consists of 156 responses from 2004 and 120 responses from 2005; including approximately 100 open-ended comments providing rich qualitative data.

The data includes the following categories of information:
• demographic and background information (including gender, mode of study);
• perception of importance of and satisfaction with a range of LMS functions;
• a number of overall LMS satisfaction measures; and
• open-ended written comments about the LMS.

Student use of an assessed online discussion space

The dataset contains quantitative information concerning university students' usage of online discussion areas and the impact of the students' participation on their final results.

The data includes the following categories of information:
• student age (whole years at the end of semester);
• student gender (male or female);
• student normal mode of study (on-campus or off-campus);
• student course of study (BTech, BE or other);
• student prior general academic performance (measured at Deakin University by the weighted average mark [WAM]);
• the total number of discussion messages read (or at least opened) by the student;
• the total number of new/initial discussion postings made by the student;
• the total number of follow-up/reply discussion postings made by the student; and
• the final unit mark obtained by the student.

Understanding the context of distance students : differences in on- and off-campus engagement with an online learning environment

 While a growing number of higher education institutions are providing online modes of study for both on- and off-campus students, there are very real differences in demography, technology experiences, reasons for study, etc. between on- and off-campus students, and research into engagement with online learning environments (OLEs) indicate differences in the way that on- and off-campus students interact with OLEs. In Australia, Deakin University is a major provider of distance and online education, and provides a case study of a higher education institution with a mature and large-scale OLE implementation providing support to both on- and off-campus students. Deakin Studies Online (DSO) is Deakin University’s OLE. Based on a representative sample of 1322 responses to the 2011 DSO evaluation survey, this paper presents a large-scale, up-to-date and fine-grained investigation of impact of mode of study on the student experience of using an OLE. It was found that the primary place of access to DSO for both groups was home, mobile access to DSO seems likely to be of growing importance to both groups, and there was no statistically significant difference in the mean satisfaction ratings between on- and off-campus students for virtually all DSO functions. Off-campus students gave significantly higher mean ratings of importance (though not satisfaction) to a range of DSO functions that could be viewed as ‘value adders’ by off-campus students, enhancing their overall learning experience. For more than half of the DSO functions surveyed, on-campus students reported statistically significant higher mean frequency of access than off-campus students. The finding that elements of the institutional OLE are not universally perceived and used the same way by all students groups challenges the value of standard, one-size-fits-all institutional policies and templates relating to the use of OLEs.

What was web 2.0? Versions as the dominant mode of internet history

This paper explores Web 2.0 as the marker of a discourse about the nature and purpose of the internet in the recent past. It focuses on how Web 2.0 introduced to our thinking about the internet a discourse of versions. Such a discourse enables the telling of a ‘history’ of the internet which involves a complex interweaving of past, present and future, as represented by the additional versions which the introduction of Web 2.0 enabled. The paper concludes that the discourse of versions embodied in Web 2.0 obscures as much as it reveals, and suggests a new project based on investigations of the everyday memories of the internet by which individual users create their own histories of online technology.

Online blind source separation using incremental nonnegative matrix factorization with volume constraint

Online blind source separation (BSS) is proposed to overcome the high computational cost problem, which limits the practical applications of traditional batch BSS algorithms. However, the existing online BSS methods are mainly used to separate independent or uncorrelated sources. Recently, nonnegative matrix factorization (NMF) shows great potential to separate the correlative sources, where some constraints are often imposed to overcome the non-uniqueness of the factorization. In this paper, an incremental NMF with volume constraint is derived and utilized for solving online BSS. The volume constraint to the mixing matrix enhances the identifiability of the sources, while the incremental learning mode reduces the computational cost. The proposed method takes advantage of the natural gradient based multiplication updating rule, and it performs especially well in the recovery of dependent sources. Simulations in BSS for dual-energy X-ray images, online encrypted speech signals, and high correlative face images show the validity of the proposed method.