Abstract
A number of limitations with the client-sponsored approach in the Marketing Research Principles course are raised and an alternative approach is proposed. It is suggested that marketing departments need to segment those students in the Research Principles course and subsequently provide an additional class for those students who seek careers in marketing research. An example format and discussion of one approach to this additional course is presented.
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Petroshius, S.M. (2015). The Marketing Research Principles Course: An Alternative Approach to the Client-Sponsored Project. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_45
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