Developing and Teaching an Online MBA Marketing Research Class: Implications for Online Learning Effectiveness

The authors intend to describe the experience of developing and teaching an online marketing research class for master of business administration students. The class has been taught for four fall semesters. Each time, the class also completed an online survey, analyzed the resulting data, and wrote a detailed report for a real client. The course content, topic sequence, class assignments, and student feedback about the experience are all described in great detail herein. This web implementation incorporates several useful features such as a very large number of audio and video segments that have been used to teach difficult concepts like sampling and data analysis techniques. The implications for student online learning effectiveness conclude the remark.