Transforming marketing lectures by using E-polling

E-polling introduces special dimensions: student interactivity, feedback to both learner and the lecturer, but also opens up flexibilities in terms of the variety of ways in which it can be used. We conducted a study that explored newer ways of using electronic voting in lectures to enhance the reange of cognitive styles and using different voting patterns. Our findings show that students were very sophisticated in the ways that they evaluated e-polling in this context but also were very positive about its value to them as learners, but this was not unconditionally given as the detailed findings showed.