This study compared the effectiveness of video-based instruction to live instruction in an undergraduate agricultural sales course. Three video classes were taught concurrently with a live course at Purdue Universiry in the 1992 spring semester. Location specific course data were compiled at the live and video locations. This data were then analyzed to determine what, if any, differences existed in the effectiveness of the two methods of instruction. Results indicate that student achievement scores were the same regardless of the media used to communicate course content. However, the video instructor's effectiveness was significantly affected by the use of video tapes/television as a method of communicating instruction. A key contributor to video course success was the local instructor.
video instruction, agricultural business, undergraduate