Answers are grounded in this paper and cite their sources.
This paper has three parts. Part one describes the initial attempt to teach undergraduate marketing students marketing research using an unstructured live-case method. Part two describes the program after the course was modified to make it more structured. The last section compares the unstructured and structured live-case methods.
No takes yet. Share an insight, caveat, or question.
Richardson et al. (1980) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: