Using the Jazz Metaphor to Enhance Student Learning and Skill Development in the Marketing Research Course

The marketing research course is often a very challenging one both for students and instructors. This article discusses how the jazz metaphor can aid the instructor in both facilitating students' learning of the more basic as well as the more specific skills that make up the course, in addition to contributing more to student enjoyment of the marketing research subject. Reflective, experiential learning-based classroom illustrations and suggestions for jazz metaphor implementation by students and instructor are also provided.