Secondary Research, New Product Screening, and the Marketing Research Course: An Experiment in Structured Decision Making

Secondary Research, New Product Screening, and the Marketing Research Course: An Experiment in Structured Decision Making

This article reports the results of an experiment undertaken in the marketing research course to "benchmark"student skills in secondary research for new product assessment. The design tested students' perceived improvements in competence in new product screening and in acquisition of...

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Veröffentlicht in:Journal of marketing education 1990-04, Vol.12 (1), p.30-39
Hauptverfasser: Lesch, William C., Hazeltine, James E.
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container_title Journal of marketing education
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creator Lesch, William C.
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description This article reports the results of an experiment undertaken in the marketing research course to "benchmark"student skills in secondary research for new product assessment. The design tested students' perceived improvements in competence in new product screening and in acquisition of published data. Implications for instructors and practitioners are discussed.
doi_str_mv 10.1177/027347539001200105
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title Secondary Research, New Product Screening, and the Marketing Research Course: An Experiment in Structured Decision Making
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