1. INTEGRATIVE LEARNING IN MARKETING: THE CUSTOMER RESPONSE FUNCTION ANALYSIS EXERCISE.
- Author
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Wilson, Elizabeth J., Burford, Marion R., and Harris, Jennifer A.
- Subjects
- *
MARKETING , *MARKETING education , *INFORMATION resources management , *COMMUNICATION , *PROBLEM solving , *MANAGEMENT science - Abstract
Generic skills (problem solving, information management, communication, numeracy), or employability skills, are increasingly demanded of marketing graduates by employers. The Customer Response Function Analysis exercise provides an integrative learning experience for developing generic skills. The exercise uses a Buying Game to examine customer response to health/fitness club products using a conjoint-analysis process. The exercise is described, the Buying Game is presented, and the analysis procedure is demonstrated using data from 200 respondents. The CRFA exercise can be used "as is" (or modified) as a learning approach for generic and discipline-specific skill enhancement. [ABSTRACT FROM AUTHOR]
- Published
- 2001
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