Client-Sponsored Projects in a Marketing Research Course
- 1 October 1981
- journal article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 3 (2) , 7-12
- https://doi.org/10.1177/027347538100300203
Abstract
There are substantial pedagogical advantages to using research projects sponsored by "external" clients in a marketing research course. However, use of actual projects presents additional problems not present when the traditional lecture-case analysis approach is used. This paper discusses operational considerations, potential problem areas and suggested solutions based on the successful use of this approach over a three-year period.Keywords
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