The impact of electronic media on faculty evaluation

Abstract

With the proliferation of computer networks and the increased use of Internet‐based applications, many forms of social interactions now take place in an on‐line context through Computer‐Mediated Communication (CMC). Many universities are now reaping the benefits of using CMC applications to collect data on student evaluations of faculty, rather than using paper‐based surveys in Face‐To‐Face (FTF) classroom settings. While the relative merits of CMC versus FTF student evaluations have been researched extensively, there is limited research published about the ways students respond to the questions from either mode of data collection. This paper reports on a research study to analyse the communication differences between student scores from FTF student evaluations and CMC evaluation questions from end of semester evaluations from a university in the Middle East region. In addition to the questions about communication mode differences between two evaluation questions, several demographic variables were measured to determine any interaction effects. The results of our study suggest that the type of communication channel mitigates the responses that students make on CMC evaluations vis‐à‐vis FTF evaluations of faculty. In particular, even though there were significant differences found at the aggregate level between CMC and FTF evaluations, when the course and instructor are controlled for, there were no significant differences reported. In addition, several differences were noted depending on the type and level of the course being studied. Also, we found that students are more likely to express more extreme responses to scale questions in CMC than FTF evaluations. Administrators should consider these potential differences when implementing on‐line evaluation systems.