“…This is due largely to a growing trend for higher education institutions to adopt service orientation models in the provision of educational services (Hill, 2005;Higgins et al, 2002). As Birenbaum (2007) notes, such information not only assists higher education institutes to better serve their customers, but investigation of students' preferences for instruction and assessment is valuable for understanding a variety of other factors that drive the learning process and its outcomes. Some studies, for example, link student learning and testing preferences to performance differences (Phillips, 1999).…”