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A Live-Case Program for Teaching Marketing Research

Authors :
Sion Raveed
Neil A. Richardson
Source :
Journal of Marketing Education. 2:38-49
Publication Year :
1980
Publisher :
SAGE Publications, 1980.

Abstract

This paper has three parts. Part one describes the initial attempt to teach undergraduate marketing students marketing research using an unstructured live-case method. Part two describes the program after the course was modified to make it more structured. The last section compares the unstructured and structured live-case methods.

Subjects

Subjects :
Marketing
Return on marketing investment
business.industry
Marketing effectiveness
Public relations
Quantitative marketing research
Marketing strategy
Marketing science
Education
Qualitative marketing research
Marketing management
ComputingMilieux_COMPUTERSANDEDUCATION
Mathematics education
Marketing research
business

Details

ISSN :
15526550 and 02734753
Volume :
2
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........4e302b12c726b2f7b70dc36adabbb433
Full Text :
https://doi.org/10.1177/027347538000200107
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