Marketing requires the effective use of a complete range of sources to inform decision-making.  Among today’s students, the typical approach to research is to rely heavily on readily available electronic sources.  Students who have developed this habit aren’t aware of what they are missing.  For students to gain a facility with the wider range of available sources they must have hands-on experience in digging for information.

To afford students the opportunity to acquire this skill, classroom examples have been designed that show students how to link electronic and traditional sources.  The examples demonstrate the additional depth of information that can be found by researching beyond electronic sources.

The conference presentation will discuss how the examples were developed and implemented in the classroom.  A range of recent examples will be presented, along with students’ reactions.