RAB: A Computer Simulation for Marketing Research and Consumer Behavior

Abstract

Traditional methods of instruction such as lectures, group discussions, case methods, and major “term” projects lack the ability to adequately familiarize the student with “hands on” experience with any but a few of the techniques discussed in marketing research and/or consumer behavior courses. Course projects have come the closest but time, money, and experience on the part of the students have restricted the breadth of content.