Issue link: http://www.e-digitaleditions.com/i/62215
10/8/03 www.aacsb.edu The place on the Web to find: • The updated M.E. Jobs list, our online posting of job openings in the manage- ment education field. • Accreditation facts, the roster of accredited member schools, and the complete text of the newly adopted accreditation standards. • A calendar of upcoming conferences and seminars. • Contact information for AACSB staff members. • And much more! Come visit us today! MBA.UT.EDU tend to be fairly high-risk in terms of their outcome. Their implemen- tation may be very new or centered around product development," Kalish explains. A typical project model is a combination of expertise from the sponsoring GE business, academic literature and teaching, Six Sigma techniques, and the students' own creativity, he adds. So far students have worked on projects as involved as the develop- ment of a biometric scanner, in which a computer scans a person's physical attributes to recognize his or her identity. Such technology is in its very early stages, says Kalish, but through edgelab, students can get in on the ground floor. "Students, faculty, and GE pro- 'Netcentric' Behavioral Lab Test-Markets Tech The Robert H. Smith School of Business at the University of Maryland in College Park has opened the Netcentric Behavioral Laboratory, the third component of the business school's Netcentricity Laboratory. Netcentricity also includes the school's Supply Chain Management Center and the Netcentric Financial Markets Laboratory. Researchers from across the using the lab's workstations to record online users' clickstreams as they interact with the players. "The lab's technology allows CIO CTO CLO COO CFO CEO Our leadership focused MBA program. students have what it takes, thanks business school (450 graduate and 1,300 undergraduate students), we're proud of J O H N H. S Y K E S COL L E G E O F B U S I N E S S For a "small" to our of business and community leaders we produce. GET READY TO LEAD (813) 258-7388 mba@ut.edu the exceptional number 1:14 PM Page 1 We're proud of our Cstudents. fessionals work very intimately with these projects, as far as doing test cases and working on design princi- ples," says Kalish. So far, the imple- mentation rate of the projects that students have worked on has been "close to 100 percent." school's academic departments, from marketing to decision and informa- tion technologies, will utilize the behavioral lab to administer comput- er-aided experiments, conduct Internet-based behavioral research, and videotape interviews and focus groups. One study in progress, for example, involves virtual audio and video players. Researchers in this study are tracking how consumers' satisfaction with a product changes with the addition of new features, us to more fully capture the users' experiences with the products than would other methods of data collec- tion," says Rebecca Hamilton, assis- tant professor of marketing at the Smith School. "In the lab environ- ment, we can carefully control the stimuli users see. We can measure the effects that small but potentially important product adjustments have on consumers." In addition to increasing research activity at the Smith School, the lab provides resources for teaching at the undergraduate, MBA, and doc- toral levels. Instructors can use the lab to conduct computer-aided demonstrations, run simulations, and videotape team interactions. More important, it provides stu- dents with an opportunity to learn first-hand how experimental research is conducted. ■ z BizEd NOVEMBER/DECEMBER 2003 53