Abstract
Research was conducted among undergraduates in the target market for a marketing research course to find ways of improving the course image, content, and teaching methodology. This study is unique because it applies the principles of marketing research to a course on marketing research, using the class to identify what students want from their marketing research course. Because the research was personally relevant to the students, they were highly motivated in a course that is historically unpopular. Students saw how they could work to improve their own experience and that of their peers, and they began to appreciate the value of carefully conceived and executed research in effective and successful service design.
Cited by
55 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献