Student Evaluations in Marketing: What is Actually being Measured?

An analysis of one university's student evaluation used to measure teaching effectiveness in marketing classes found that students' perceptions of fairness, instructor knowledge and interest, and student learning all were related to how the instructor was evaluated. The rigor of the class was negatively related to the evaluation. The personality of the instructor was related to all other variables and was almost twice as strong of a predictor of the final evaluation as any other factor.