Teaching Marketing Research With the Internet

Wai Sum SIU, Lewis Long Fung Chau

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

This article reports on an evaluation of an educational Website specifically developed for teaching Internet market research. The evaluation results reveal that students perceive the information content of the Website as important and useful, but believe that the Website should be technically easy to master. Thus, to encourage students to use the Internet, a new technology and medium for marketing research, marketing educators should motivate students to learn, use, and master Internet technology. Also, marketing educators should identify the degree of the Internet literacy of their students and develop educational Website accordingly.

Original languageEnglish
Pages (from-to)44-49
Number of pages6
JournalJournal of Education for Business
Volume74
Issue number1
DOIs
Publication statusPublished - 1 Sep 1998

Scopus Subject Areas

  • Education
  • Business, Management and Accounting (miscellaneous)

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