This article challenges the content of most marketing research courses whereby students are indoctrinated into the qualitative-then-quantitative archetype commonly found in scholarly research, under the assumption that it is both sufficient and appropriate when equipping students with the necessary skills for business. By following this standard…

Describes the application of the problem method, or case study approach, to teach undergraduate research methods. Maintains that the approach is particularly applicable because research design is a classic ill-defined task. Reports that students find the method challenging and interesting. (CFR)