Demand for Multimedia in the Classroom
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This study elicits preferences for multimedia in the classroom for students and faculty
members in agricultural economics. Employing an Internet-based conjoint ranking survey,
the results show that students prefer multimedia instructional tools over a traditional
chalkboard/whiteboard lecture format while faculty members do not. Neither students nor
faculty members are enthusiastic about electronic textbooks, and students will accept them
only if they save $80. Finally, preferences for multimedia are shown to differ with students
who self-report differing note-taking abilities, preferences for chalkboard lectures, and the
need for an engaging class. Successful multimedia adoption requires appropriate use and
lowering costs for students.