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This study examines the effectiveness of multiple-answer questions (MAQs) versus single-answer questions (SAQs) in online higher-education assessments amid concerns over grade inflation, generative AI and academic integrity. Using mixed methods, students in an online Marketing MSc programme were assessed with either SAQs or MAQs. Results show that while MAQs are perceived as more challenging and lead to lower grades, they do not significantly affect study time or perceived workload. MAQs may enhance learning retention and address academic-integrity challenges, offering a promising alternative to traditional assessment methods in the digital education landscape
Speaker
Dr. Yusuf Öç is a senior lecturer in Marketing education at Bayes Business School, Director of the MSc in Marketing Strategy and Innovation, co-author of Consumer Behavior: Building Market Strategy. He specializes in digital marketing, behavioral economics, and marketing in the age of AI, blending academic insight with practical expertise.
Paper: Oc, Y., & Hassen, H. (2024). Comparing the effectiveness of multiple-answer and single-answer multiple-choice questions in assessing student learning. Marketing Education Review, 1- 14.