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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Academy of Marketing Science
About this paper
Cite this paper
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
Download citation
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
eBook Packages: Business and ManagementBusiness and Management (R0)