Teaching Marketing Research: Using a Bridging Vehicle to Increase Deep Learning
Faculty of Business and Law
School of Marketing, Tourism and Leisure
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.