Can good choices be bad?: measurement of the effect of level of choice and interest of course selection on perceived quality of a business option

How much choice should students have within their marketing majors or curriculum? Course choice is a topic generating considerable attention in business education (Kushner 1999). The Association to Advance Collegiate Schools of Business (AACSB), no longer mandates a proscribed model curriculum. This has contributed to increased curriculum fiexibility (Blum 1991 ).