NABET, NABET 2020 CONFERENCE

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STUDENT REACTIONS TO THE USE OF TECHNOLOGY IN ONLINE EXPERIENTIAL MARKET RESEARCH COURSES
David John DiRusso

Last modified: 2021-02-27

Abstract


The purpose of this paper is to offer student reactions to performing personal interviews, focus groups and surveys using technology and non-contact methods in an undergraduate Marketing Research course.  Feedback from 8 student groups (40 students) total was solicited in the Fall 2019 and Spring 2020 semesters. Students were offered multiple options to implement these forms of research and commented on the efficacy of each.  Implications for general online teaching of marketing research and teaching the course during COVID restrictions are offered.


Keywords


Marketing Research, Student Research, Online Instruction, COVID