Abstract
The paper discusses the evolution of a unique Two Phase (formal instruction, methodology workshops)/Experiential (project) pedagogical approach in transferring marketing research skills; how this approach is conducted; the role of “research methodology” classes in the process of transferring research skills to students; applications of students’ acquisition of research skills; and the evaluation of this process by students and clients.
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© 2016 Academy of Marketing Science
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Rubin, R.S. (2016). A Commentary on the Prospects of Transferring Marketing Research Skills: a Case for a Two Phase/Experiential Pedagogical Approach. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_40
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DOI: https://doi.org/10.1007/978-3-319-16934-7_40
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
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