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The Best Way to Teach Market Research: A Challenge for Educators in the New Millennium

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Intellectual Contribution by Mahmood Hussain

Contribution Title

The Best Way to Teach Market Research: A Challenge for Educators in the New Millennium

Publication

2003 Marketing Educators' Association Conference Proceedings

Co-author

Year

2003

Description

This paper examines the techniques used by instructors in the United States to teach Marketing Research courses. After conducting and analyzing surveys, personal interviews from instructors and students, and through library and Internet research, several approaches to teaching Marketing Research were found that both instructors and students considered effective. Class format should be lectures, projects, and interactive sessions. The major topics that a Marketing Research course should cover include: research design, survey methods, analysis, questionnaire design, research plan, primary and secondary data, qualitative and quantitative techniques, data analysis, experimental design, and oral and written reports. The most effective technique to teach market research is a real-world client-based research project.

Complete Citation

Hussain, Mahmood and Ron Beall, "The Best Way to Teach Market Research: A Challenge for Educators in the New Millennium," 2003 Marketing Educators' Association Conference Proceedings, Scottsdale, Arizona, April 2003.

Website

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