The Project Method Approach: An Integrated Teaching Tool in Marketing Research

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Abstract
This article discusses the integrative role of the project method approach in marketing research. Using the six-step framework of the marketing research process, the article illustrates the effective execution of the project method approach and shows how the project method not only fosters at least 10 useful managerial skills but also incorporates the traditional lecture, case analysis, and games and simulation approaches to teaching marketing. Limitations of the project method and some observations on alternative approaches to its implementation are discussed.