Connecting in megaclasses: The netnographic advantage

Journal of Marketing Education

Volumn 29, Issue 1, 2007, Pages 69-84

  O'Reilly, Norman J ^a   Rahinel, Ryan ^b   Foster, Mary K ^b   Patterson, Mark ^b  

^a LAURENTIAN UNIVERSITY   (Canada)

^b RYERSON UNIVERSITY   (Canada)

Author keywords

Communication; Large classes; Marketing education; Megaclasses; Netnography; Online, forums

Indexed keywords

EID: 33847790107     PISSN: 02734753     EISSN: 15526550     Source Type: Journal    
DOI: 10.1177/0273475307299583     Document Type: Article

References (76)

1. Aiello, L. C., & Dunbar, R. I. M. (1993). Neocortex size, group size, and the evolution of language. Current Anthropology, 34, 184-193.
2. Altheide, D. L. (1987). Ethnographic content analysis. Qualitative Sociology, 10, 65-77.
3. Atwong, C., & Hustad, P. S. (1997). Internet technology and the future of marketing education. Journal of Marketing Education, 19(3), 44-55.
4. Barrett, E., & Lally, V. (1999). Gender differences in an on-line learning environment. Journal of Computer Assisted Learning, 15, 48-60.
5. Brown, R. E. (2001). The process of community-building in distance learning classes. Journal of Asynchronous Learning Networks, 5(2), 18-35.
6. Carini, R. M., Kuh, G. D, & Klein, S. P. (in press). Student engagement and student learning: Testing the linkages. Research in Higher Education.
7. Chan, A. (1997). Corporate culture of a clan organization. Management Decision, 35(2), 94.
8. Chopoorian, J., & Karakaya, F. (2001). The effects of class size and learning style on student performance in a multimedia-based marketing course. Journal of Marketing Education, 23, 84-90.
9. Cohen, D., & Prusak, L. (2001). How social capital makes organizations work. Boston: Harvard Business School Press.
10. Conrad, D. (2002). Inhibition, integrity and etiquette among online learners: The art of niceness. Distance Education, 23, 197-212.
11. Coombs, W. T. (2002). Assessing online issue threats: Issue contagions and their effect on issue prioritization. Journal of Public Affairs, 2, 215-229.
12. Cooper, M. M. (1995). Cooperative learning: An approach for large enrollment courses. Journal of Chemical Education, 72, 162-164.
13. Drago, W., & Peltier, J. (2004). The effects of class size on effectiveness of online courses. Management Research News, 27(10), 27-41.
14. Drago, W., Peltier, J., & Sorenson, D. (2002). Course content or instructor: Which is more important in on-line teaching ? Management Research News, 25(6/7), 69-83.
15. Dunbar, R. I. M. (1992). Neocortex size as a constraint on group size in primates. Journal of Human Evolution, 22, 469-493.
16. Fauske, J., & Wade, S. E. (2003-2004). Research to practice online: Conditions that foster democracy, community, and critical thinking in computer-mediated discussions. Journal of Research on Technology in Education, 36, 137-153.
17. Foot, D. K. (2001). Canadian education: Demographic change and future challenges. Education Canada, 41(1), 24.
18. Foster, M. (2004). Enhancing teaching practice in the school of business management (Working Paper). Toronto, Canada: Ryerson University.
19. Giesler, M., & Pohlmann, M. (2003). The social form of Napster: Cultivating the paradox of consumer emancipation. Advances in Consumer Research, 30, 94-100.
20. Gilbert, S. (1995). Quality education: Does class size matter? (Research File, 1(1)). Ottawa: Association of Universities and Colleges of Canada.
21. Granitz, N., & Greene, C. S. (2003). Applying e-marketing strategies to online distance learning. Journal of Marketing Education, 25, 16-30.
22. Granitz, N., & Ward, J. C. (1996). Virtual community: A sociocognitive analysis. Advances in Consumer Research, 23, 161-166.
23. Guseman, D. (1985). Class size impact upon student learning and attitudes in the introductory marketing course. Journal of Marketing Education, 7(1), 2-7.
24. Hay, A., Hodgkinson, M., Peltier, J. W., & Drago, W. A. (2004). Interaction and virtual learning. Strategic Change, 13, 193 - 204.
25. Hay, A., Peltier, J. W., & Drago, W. A. (2004). Reflective learning and online management education: A comparison of traditional and on-line MBA students. Strategic Change, 13, 169-182.
26. Haythornwaite, C. (2001). Exploring multiplexity: Social network structures in computer-supported distance learning class. The Information Society, 17, 211-236.
27. Hill, M. C. (1998). Class size and student performance in introductory accounting courses: Further evidence. Issues in Accounting Education, 13(1), 47-64.
28. Hise, R. T., Conant, J. S., & Gwinner, R. F. (1989). Mass sections: Challenges, consequences, and strategic considerations. Journal of Marketing Education, 11(3), 19-27.
29. Hodson, P., Saunders, D., & Stubbs, G. (2002). Computer-assisted assessment: Staff viewpoints on its introduction within a new university. Innovations in Education and Teaching International, 39, 145-152.
30. Homer-Dixon, T. (2001). The ingenuity gap. Toronto: Vantage Canada.
31. Hopkins, L., Thomas, J., Meredyth, D., & Ewing, S. (2004). Social capital and community building through an electronic network. Australian Journal of Social Issues, 39, 369-379.
32. Hunt, L., Eagle, L., & Kitchen, P. (2004). Balancing marketing education and information technology: Matching needs or needing a better match ? Journal of Marketing Education, 26, 75-88.
33. Jonsson, S., & Macintosh, N. B. (1997). Cats, rats, and ears: Making the case for ethnographic accounting research. Accounting, Organizations and Society, 22, 367-386.
34. Jung, I., Choi, S., Lim, C., & Leem, J. (2002). Effects of different types of interaction on learning achievement, satisfaction and participation in Web-based instruction. Innovations in Education and Teaching International, 39, 153-162.
35. Karns, G. L. (2005). An update of marketing student perceptions of learning activities: Structure, preference, and effectiveness. Journal of Marketing Education, 27, 163-171.
36. Kaynama, S. A., & Keesling, G. (2000). Development of a Web-based Internet marketing course. Journal of Marketing Education, 22, 84-89.
37. Kellog, W. A. (1999). Community-based organizations and neighborhood environmental problem solving: A framework for adoption of information technologies. Journal of Environmental Planning and Management, 42, 445-469.
38. Klein, H. K. (1999). Tocqueville in cyberspace: Using the Internet for citizen associations. The Information Society, 15, 213-220.
39. Kozinets, R. V. (1997). "I want to believe:"A netnography of the X-Philes' sub-culture of consumption. Advances in Consumer Research, 24, 470-475.
40. Kozinets, R. V. (1998). On netnography: Initial reflections on consumer research investigations of cyberculture. Advances in Consumer Research, 25, 366-371.
41. Kozinets, R. V. (1999). E-tribalized marketing? The strategic investigations of virtual communities of consumption. European Management Journal, 17, 252-264.
42. Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61-72.
43. Kozinets, R. V. (in press). Netnography 2.0. In R. W. Belk (Ed.), Handbook of qualitative research methods in marketing. Cheltenham, UK: Edward Elgar Publishing.
44. Krippendorf, K. (1980). Content analysis: An introduction to its methodology. Beverly Hills, CA: Sage.
45. Kuh, G. D. (2003). What we are learning about student engagement from NSSE. Change, 35(2), 24-32.
46. Lim, C. P., & Cheah, P. T. (2003). The role of the tutor in asynchronous discussion boards: A case study of a pre-service teacher course. Educational Media Interactive, 40, 33-48.
47. Matzat, U. (2004). The social embeddedness of academic online groups in offline networks as a norm generating structure: An empirical test of the Coleman model on norm emergence. Computational and Mathematical Organization Theory, 10, 205-226.
48. Mayrhofer, W. (1998). Between market bureaucracy, and clan coordination and control mechanisms in the Cranfield network. Journal of Managerial Psychology, 13, 241.
49. McGrath, C. (1997-1998). A new voice on interchange: Is it talking or writing? Implications for the teaching of literature. Journal of Educational Technology Systems, 26, 291-297.
50. Mehlenbacher, B., Miller, C. R., Covington, D., & Larsen, J. S. (2000). Active and interactive learning online: A comparison of web-based and conventional writing classes. IEEE Transactions on Professional Communication, 43, 166-184.
51. Moloney, M. F., Dietrich, A. S., Strickland, O., & Myerburg, S. (2003). Using Internet discussion boards as virtual focus groups. Advances in Nursing Science, 26, 274-286.
52. Nelson, M. R., Keum, H., & Yaros, R. A. (2004). Advertainment or adcreep: Game players' attitudes toward advertising and product placements in computer games. Journal of Interactive Advertising, 5 (1). Retrieved January 27, 2007, from http://www.jiad.org/vol5/no1/nelson/ index.htm
53. Nelson, M. R., & Otnes, C. C. (2005). Exploring cross-cultural ambivalence: A netnography of intercultural wedding message boards. Journal of Business Research, 58, 89-95.
54. Nicol, D. J., Minty, I., & Sinclair, C. (2003). The social dimensions of online learning. Innovations in Education and Teaching International, 40, 270-280.
55. O'Toole, D. M., Spinelli, M., & Wetzel, J. N. (2000). The important learning dimensions in the school of business: A survey of students and faculty. Journal of Education for Business, 75, 338-342.
56. Ouchi, W. G. (1980). Markets, bureaucracies, and clans. Administrative Science Quarterly, 25, 129-141.
57. Palincsar, A. S. (1998). Social constructivist perspectives on teaching and learning. Annual Review of Psychology, 49, 345-375.
58. Peltier, J. W., Drago, W., & Schibrowsky, J. A. (2003). Virtual communities and the assessment of online marketing education. Journal of Marketing Education, 25, 260-276.
59. Preece, J. (2001). Sociability and usability in online communities: Determining and measuring success. Behaviour & Information Technology, 20, 347-356.
60. Priluck, R. (2004). Web-assisted courses for business education: An examination of two sections of principles of marketing. Journal of Marketing Education, 26, 161-173.
61. Richardson, B. (2005). New consumers and football fandom: The role of social habitus in consumer behaviour. Irish Journal of Management, 25, 88-101.
62. Schech, C. L., & Kinicki, A. J. (1994). The effect of class size on student performance: Development and assessment of a process model. Journal of Education for Business, 70, 104-111.
63. Schwartz, H., & Jacobs, J. (1979). Qualitative sociology. New York: Free Press.
64. Smith, L. J. (2001). Content and delivery: A comparison and contrast of electronic and traditional MBA marketing planning courses. Journal of Marketing Education, 23, 35-44.
65. Smith, L. W., & Van Doren, D. C. (2004). The reality-based learning method: A simple method for keeping teaching activities relevant and effective. Journal of Marketing Education, 26, 66-74.
66. Sullivan, P. (2001). Gender differences and the online classroom: Male and female college students evaluate their experiences. Community College Journal of Research and Practice, 25, 805-818.
67. Toth, L. S. (2002). Class size and achievement in higher education: A summary of current research. College Student Journal, 36, 253-261.
68. Vrasidas, C., Michalinos, Z., & Chamberlain, R. (2004). The design of online learning communities: Critical issues. Educational Media International, 41, 137-143.
69. Vygotsky, L. S. (1978). Mind in society: The development of higher psychological processes. Cambridge, MA: Harvard University Press.
70. Wallace, R. M. (2003). Online learning in higher education: A review of research on interactions among teachers and students. Education, Communications & Information, 3, 241-280.
71. Walther, J. B., & D'Addario, K. P. (2001). The impacts of emoticons on message interpretation in computer-mediated communication. Social Science Computer Review, 19, 323-345.
72. Wegerif, R. (1998). The social dimension of asynchronous learning networks. Journal of Asynchronous Learning Networks, 2(1), 34-49.
73. Wheatley, M. (1992). Leadership in the new science. San Francisco: Berrett-Koehler.
74. Williams, W. M., & Ceci, S. J. (1997). "How' M I doing?" Change, 29 (5), 12-23.
75. Wong, C. K., Wong, W., & Yeung, C. H. (2001). Student behavior and performance in using a Web-based assessment system. Innovations in Education and Teaching International, 38, 339-346.
76. Wulf, D. H., Nyquist, J. D., & Abbott, R. D. (1987). Student's perceptions of large classes. New Directions for Teaching and Learning, 38, 17-30.