Recasting Education and Research Processes for Mutual Student/Faculty Benefits

Abstract

In this article we present an innovative, simple, low-cost, efficient, and effective process for involving and educating students in market research while simultaneously conducting market research on the Internet. The simplicity of the process has appeal for both students and faculty, including faculty who lack a high level of computer skills and may be apprehensive regarding Internet use. Advantages and trade-offs between traditional survey techniques and using the Internet are also discussed.