Bringing Reflective Learning to the Marketing Research Course: A Cooperative Learning Project Using Intergroup Critique

Abstract

Recent theories suggest that learning is facilitated when concrete experiences are reflected upon (questioned, analyzed) to form abstract concepts and generalizations that are then used and tested in new situations. This article describes a group research project, for use in an undergraduate marketing research course, that gives students hands-on experience in using survey research methodology to measure potential demand for a new business. This group project is designed to stimulate and encourage reflective learning based on the use of intergroup critique throughout the term. Students formulate and come to understand important concepts based on continuous questioning and reflection at each of the major stages in designing a research project.