Measuring Learners' Awareness through Persona-Conjoint Method


This paper proposes a novel method: "Persona-Conjoint Method"(PCM), which intends to measure the effect of learning of complex situation in a business process. In practice, such as Case Learning, learners must understand how to act at a specified complex situation, such as marketing negotiations. The method is characterized by 1) a persona-set prepared by an appropriate orthogonal array used in conjoint analysis, and then 2) the measurements for changes of evaluation viewpoints of learners. Therefore, the proposed method is able to quantitatively detect and evaluate learners' awareness about the situations difficult to detect so far. From the learners' experiments, the paper describes experimental results using Manga textbook with narrative approach. The method has revealed a set of alternative personae for the particular character of the narrative material.

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