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The Use of Importance-Performance Analysis for Improving the Quality of Marketing Education: Interpreting Faculty-Course Evaluations

The article focuses on demonstrating how importance-performance analysis can serve as an easily applied technique for reducing the difficulties in translating faculty-course performance results into meaningful actions. A specific faculty-course evaluation example which uses an extended version of the technique is offered. Important insights are presented regarding the modified technique's impact on making strategic quality improvement1 decisions for marketing education.