Teaching Marketing Research: Using a Bridging Vehicle to Increase Deep Learning

Authors

Maria Ryan, Edith Cowan UniversityFollow
Madeleine Ogilvie, Edith Cowan UniversityFollow
Angelia Bevilaqua

Document Type

Conference Proceeding

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

6278

Comments

Ryan, M., Ogilvie, M., & Bevilaqua, A. (2008). Teaching Marketing Research: Using a Bridging Vehicle to Increase Deep Learning.

Abstract

This paper explores the use of a ‘bridging vehicle’ to help facilitate the deep learning of more complex and difficult concepts in the tertiary marketing research environment. A total of 86 students completed a two-part questionnaire examining the impact of video aids as a learning resource for marketing research. Results indicated that the video acted as an effective ‘bridging vehicle’ in developing students understanding of the research process and aided in improving students confidence, motivation, direction and overall grades for the marketing course. It also contributed to improvement in students confidence, motivation, direction and overall grades for the unit. The value of applying this visual medium as a teaching resource also enabled students to progress more rapidly to higher level critical thinking skills in the design, application and analysis of the material under study.