期刊名称：International Journal of Teaching and Learning in Higher Education
电子版ISSN：1812-9129
出版年度：2014
卷号：26
期号：2
页码：260-267
出版社：International Society for Exploring Teaching and Learning
摘要：This paper is an investigation into undergraduate students’ perceptions on use of live projects as a teaching pedagogy in marketing research courses. Students in undergraduate marketing research courses from fall 2009 to spring 2013 completed an online questionnaire consisting of 17 items. The results suggested that student understanding of marketing research as a subject matter was significantly improved. The findings of this study are consistent with previous research, confirming the value of blending theory with practice. Specifically, this study found live-case projects were perceived by students to improve: (1) analytical skills, (2) understanding of subject matter, (3) critical thinking, (4) a comprehensive understanding of the research process; and (5) being engaged/active participants in class and in a more macro basis in their own education.
