Abstract
The demand for marketing researchers is at an all-time high and continues to grow. Yet a disconnect exists between marketing research in industry and in academia; qualitative research is standard in the former, but often is overlooked in the latter’s curricula. I argue that qualitative marketing research is an ideal topic for applying experiential learning, because it requires practice and hands-on learning for mastery. As such, this article outlines all of the preparation and implementation details for successfully implementing an experiential qualitative marketing research course. The course is then implemented with a pilot group of students and their evaluation is reported.
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