An Experiential Class Assignment on Media Choice and Task Performance

Payal Mehra

Volume 3: 2010, pp. 79-96; ABSTRACT

The ability to convey one's ideas and collaborate both in person, and via electronic means, is essential in industry today. Despite the large body of literature on collaborative learning, few studies have explicitly compared peer learning in face-to-face (FtF) versus computer-mediated communication (CMC) situations for task performance. This study seeks to add to this body of research by exploring the effects of three modes of collaboration on interactive behavior and task performance of student groups working collaboratively on a selected case. In this context, I devised an assignment to enable my students to appreciate the differences between FtF communication and CMC in a simulated environment. Working in small groups, students were expected to synthesize, analyze and collate information with respect to a business case to generate an outcome or a 'decision' (usually in the form of a short report or a presentation) using media such as FtF communication, email and chat. It was found that students preferred the FtF communication for brainstorming and CMC for information exchange and decision making tasks. Contrary to expectation, social interaction was not actively sought on the media; it developed as a by-product of work related interaction. Above all, the assignment helped to debunk the popular myth (especially with MBA students who enter schools valuing finance, business strategy and marketing) that communication is mere 'commonsense' and reinforced the point that medium selection and message timing are critical in conducting business transactions successfully. The exercise helped in large measure to open the minds of the students to the need to give proactive thought to communication in business.

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