Revising Courses in the Marketing Curriculum Based on Exploratory Research Using an Index of Learning Styles

Abstract

Several years ago an investigation was initiated by the market research course instructor into learning style models to help identify learning style differences and their effects on student performance and attitudes. Among some popular models that researchers have developed are the: Myers-Briggs Type Indicator (Lawrence 1993), Hermann Brain Dominance Model (Herrmann 1990), Felder-Silverman Learning Style Model (Felder and Silverman 1988) and Kolb Learning Style Model (Kolb 1984). Of particular interest was the Index of Learning Styles (ILS) created in 1991 by Richard Felder and Barbara Soloman that was adapted from the Felder-Silverman Learning Style Model.