IMPLICATIONS OF THE INTEGRATION OF COMPUTING METHODOLOGIES INTO CONVENTIONAL MARKETING RESEARCH UPON THE QUALITY OF STUDENTS’ UNDERSTANDING OF THE CONCEPT
ABSTRACT
It has been an ongoing concern among academicians teaching social sciences to develop a better methodology to ease understanding of students. Since verbal emphasis is at the core of the concepts within such disciplines it has been observed that the adequate or desired level of conceptual understanding of the students to transforms the theories into practical derivations is usually quite frustrating. Thus with the introduction of highly sophisticated user friendly analysis and statistical software, integration of such computing methodologies into the teaching of theoretical courses could present a basis to overcome this problem. Hence within this concept a detailed study to enable the comparative evaluation of the understanding of students within the communication faculty regarding a major area of businesses and media industries, that is marketing research, is aimed. For this purpose two groups were traced, one getting the essentials of marketing research only on the theoretical basis during the marketing courses and the other learning the concepts through a marketing research course equipped with computer application practices. The findings of the study will be presented on a comparative display format to enable ease of understanding. Also the methodology of both courses will be presented to serve as a guideline for academicians who are interested in integration of innovative computer application facilities into their conventional theory based course formats.