Article | Journal for Advancement of Marketing Education | Spring 2014

Leveraging Crowdsourced Peer-to-Peer Assessments to Enhance the Case Method of Learning

by Jill Avery

Abstract

Many marketing educators use the case method to help their students strengthen their decision-making skills. Rigorous class participation is essential to achieving learning objectives in case method learning. One challenge for case method instructors is the assessment of students' class participation, particularly in large classes. This article offers a solution that mines the practices of peer-to-peer feedback and crowdsourcing to enhance the assessment of learning and student-to-student interactions in face-to-face class sessions. The article outlines a technique used in an MBA marketing course for crowdsourced peer-to-peer assessment of class participation during case discussions and empirically validates how crowdsourced peer-to-peer assessment compares to students' self-assessment and to the instructor's assessment of class participation performance, based on five years of data (N=7,025) across ten sections. The article demonstrates that crowdsourced peer-to-peer assessment (unlike self-assessment) offers ratings that are highly correlated with instructor assessment and demonstrate strong inter-rater reliability. Results show that crowdsourced peer-to-peer assessments are perceived as fair and accurate. Educators can leverage peer-to-peer sharing to enhance the assessment of class participation during face-to-face case discussions.

Keywords: marketing; Case method teaching; Marketing; Business Education; Teaching; Education Industry;

Citation:

Avery, Jill. "Leveraging Crowdsourced Peer-to-Peer Assessments to Enhance the Case Method of Learning." Journal for Advancement of Marketing Education 22, no. 1 (Spring 2014): 1–15.