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Agrawal, Rr. (1995). The Effect of Knowledge Communication Techniques in Relation to Creativity on Conceptual Learning of Grade Eleven Students of Commerce. Unpublished. Ph.D., Education. Jamia Millia Islamia.

The objectives of study were:(1) To study the relative effectiveness of teaching by Advance Organizer Model (AOM), Concept Attainment Model (CAM) on Conceptual Learning Efficiency & Retention of Concept in Commerce. (2) To compare the performance of the pupils on Conceptual Learning Efficiency and Retention of Concept in relation to their Creative Abilities.

The hypotheses of study were: (1) The pupils taught through the Advance Organizer Model show better Concept Learning than the pupils taught through the Conventional Method. (2) The pupils taught through the Concept Attainment Model show better Concept Learning than the pupils taught through the Conventional Method. (3) The pupils taught through the Concept Attainment Model show better Concept Learning than the pupils taught through the Advance Organizer Model. (4) The Advance Organizer Model is more effective in Concept Learning for pupils with low Creative Abilities than for the pupils with high Creative Abilities. (5) The Concept Attainment Model is more effective in Concept Learning for pupils with high Creative Abilities than for the pupils with low Creative Abilities. (6) The Conventional Method is more effective in Concept Learning for pupils with low Creative Abilities than for the pupils with high Creative Abilities. (7) The pupils taught through the Advance Organizer Model show better Concept Retention than the pupils taught through the Conventional Method. (8) The pupils taught through the Concept Attainment Model show better Concept Retention than the pupils taught through the Conventional Method. (9) The pupils taught through the Advance Organizer Model show better Concept Retention than the pupils taught through the Concept Attainment Model. (10) The Advance Organizer Model is more effective in Concept Retention for pupils with low Creative Abilities than for the pupils with high Creative Abilities. (11) The Concept Attainment Model is more effective in Concept Retention for pupils with high Creative Abilities than for the pupils with low Creative Abilities. (12) The Conventional Method is more effective in Concept Retention for pupils with low Creative Abilities than for the pupils with high Creative Abilities.

The sample comprised of 96 pupil of grade 11^th from Government Schools situated in Indore.

The data were collected with the help of Standard Progressive Matrices by J.C.Revan, Mehdi s Test of Creativity and Criterion Test in Commerce were developed by investigator.

Researcher used the Non - Equivalent Control Group Design. The duration of treatment was 30 hours in five weeks.

The data were analyzed by t-test and ANCOVA.

The findings of study were: (1) The Advance Organizer Model & the Concept Attainment Model as teaching strategies are significantly more effective than the Conventional Method in fostering the Conceptual Learning Efficiency in terms of Comprehension & Application of Concepts in Commerce. (2) The Advance Organizer Model & the Concept Attainment Model are equally effective in fostering the Concept Learning. (3) The Concept Learning of the pupils is significantly influenced by the interactions of their Creative Abilities with the Teaching Strategies they are exposed to. 4) An in-depth study of the Concept Learning further suggests that although statistically not significant but comparatively the Advance Organizer Model is more beneficial in Concept Learning to pupil with high Creative Abilities and the Concept Attainment Model is more beneficial to pupils with low Creative Abilities. (5) The Concept Retention of the pupils is not significantly influenced by their Creative Abilities. Rather it is significantly influenced by the Teaching Strategy they are exposed to. (6) The Advance Organizer Model is more effective than the Concept Attainment Model in the Retention of Concepts by the pupils of high as well as low Creative Abilities.

Keyword(s): Commerce, Communication Techniques, Conceptual Learning