Teaching Marketing Research With the Internet

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.