期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2003
卷号：3
期号：1
页码：1
出版社：Marketing Management Association
摘要：Marketing and management sciences instructors may utilize multiple versions of a single examination as a deterrent to student cheating, particularly for exams comprised of multiple-choice questions. Viewed from this perspective, understanding the impact that multiple exam versions has on student performance is important, because such an understanding may serve as an aid to instructors in designing equitable examinations.The results of previous research examining the effect of multiple-choice question sequencing have been inconsistent. This paper reports on a series of investigations into the impact of exam question sequencing on marketing and management sciences student performance. The research involved manipulating the order of presentation of multiple-choice questions on the exams in four different courses taught by two instructors over one semester The results of the investigation reported in this paper suggest that a scrambled (random-ordered) format provides the most consistent responses and can be viewed as the most desirable sequencing method. This paper describes the research design and discusses the implications of the findings and directions for future research.
