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Download full textGeissler, Gary L. – Journal of Instructional Pedagogies, 2014
A key challenge in marketing courses is to stimulate student curiosity and interest in marketing research. Depending on how the material is presented, student perceptions are often favorably or unfavorably polarized on this subject. That is, research can be perceived as either intriguing and intellectually stimulating or uninteresting and…
Descriptors: Marketing, Research Methodology, Investigations, Student Projects
