Article1982

Choice Criteria Model for Selecting Live-Case Marketing Research Class Projects

12 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Information Systems Education and Curriculum Development Business and Management Studies

Abstract

This article provides a two-stage model for selecting clients for live-case marketing research class projects. After research design requirements have been met, the importance and probability of benefit to students, clients, instructors and the institution can be calculated to derive a weighted expected value score for potential projects. Examples are evaluated.

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References

1973Marketing Management: Analysis, Planning and Control 1981Client-Sponsored Projects in a Marketing Research Course 1981Commercial Marketing Reseachers' Evaluations of Academic Journals and Marketing Research Education 1979Using Corporate Sponsored Marketing Management Projects

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1986Bringing a Reality into the Classroom: The Team Approach to a Client-Financed Marketing Research Project

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