Measured Effectiveness of Client-Sponsored Consulting Projects in the Marketing Research Course
- 1 April 1987
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 9 (1) , 24-30
- https://doi.org/10.1177/027347538700900105
Abstract
This article assesses the effectiveness of the applied marketing research project from the perspectives of students and clients. The impacts of the procedure, both cognitive and behavioral, are discussed. The conclusion is that the approach has a profound effect upon student learning and, barring some potential pitfalls, has much to-offer.Keywords
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