Teaching Methodologies Used in Basic Marketing: An Empirical Investigation

This article describes a study of teaching methodologies and their use. Using a teaching methodology classification suggested by Henke et al. (1988), this study examines the antecedents of six teaching methodologies and how extensively each method is used by marketing instructors in their principles of marketing course. Results from the study indicated that class size, importance of teaching in the annual faculty evaluation, nonteaching endeavors of the instructor, and rank of the instructor are the primary determinants of teaching style. The study also lends support to the existence of the three instructional style typologies proposed by Roach, Johnston, and Hair Jr. (1993) and builds upon their findings.