The Impact of Student Characteristics on Cooperative Testing in the Marketing Classroom

This study examines the impact of cooperative testing on learning in marketing classes and explores student characteristics that affect performance. Two sections of principles of marketing were included in the study. Tests indicate that cooperative testing resulted in a significant improvement of students’ grades. Analysis indicates, however, that GPA is the only characteristic affecting CT. GPA has a significant impact on degree of grade improvement, as students with lower GPAs benefit more from CT than do those with higher GPAs. Further testing confirms that both students with low and high GPAs score significantly higher on exams when CT is used. However, students with high GPAs do not benefit as much from CT as those with lower GPAs. Student responses to CT are also described.