Integrating Internet Technology in Marketing Research Education

Abstract

This paper considers the applications and implications of Internet technology in an essential aspect of any marketing curriculum: Marketing Research education. A review of relevant literature on the use of technology and the Internet in marketing education is presented and current and potential issues are discussed from evaluation, strategic, and implementation perspectives. The outline follows the marketing research process and the major topics that are standard in a marketing research course. The authors discuss each phase and demonstrate the use of Internet technology for each. Most implications apply to distance education initiatives as well as classroom-based efforts.