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.
The unstructured program was successful in many respects. It provided the students with practical experience in research execution and gained exposure for the students, instructor, and clients. There were problems, however, for each of the three parties–students, clients and instructor. These problems are specified in the paper.
After carefully analyzing the results of the initial unstructured live-case method, the program was modified in several respects. A “Requirements Matrix” was formulated which became the basis for the structured live-case approach. The specific changes are also outlined in the article.
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