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.
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References
1.
Bloom, Benjamin S. (ed.) (1956), Taxonomy of Educational Objectives: Handbook 1-Cognitive Domain, New York: David McKay Co., Inc.
