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Abstract

Review of the Hong Kong Baptist University marketing curricular reveals that the marketing subjects are still using the traditional pedagogical methods, and they do not provide adequate information technology (IT) training to help students do research on the Internet. This project proposes to introduce internet as a pedagogical tool into the Marketing Research (MKT2330) curriculum so as to equip the students to be an effective marketing executive in the future workplace.

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Objectives

Today, the internet extends a marketing executive's resources to internet users, and research organizations, institutes and agencies around the world. Nevertheless, it is estimated that by 2010 the number of internet users will rise to one billion. But with 50 million web pages already available and the number growing at 10,000 pages a day, the following questions have to arise -- how to access the right sources of information and how to approach the right person for data solicitation? It is expected that the need for using internet research for companies to stay ahead of the competition will increase. Thus, students who are knowledgeable about the use of internet and what it offers will become valuable assets to most marketing firms. Although the information technology and computer resources are available to do all this from our university today, it is primarily the graduate science students who are tapping into this resource potential. Undergraduate marketing students can also reap the benefits offered by the internet by learning a little about the rules of using it and identifying the relevant sources of information in the marketing disciplines. However, the marketing research curriculum of the Hong Kong Baptist University does not provide adequate training to help students do research on the internet.

Tam and Siu (1996) point to the use of an integrative model, blending the marketing decision and the information awareness approaches, in marketing research education. To follow this suggestion, this project attempts to develop a platform -- a World Wide Web homepage specifically for the subject of Marketing Research (MKT2330) of the BBA (Hons) Course, to facilitate students the understanding of and familiarity with the use of internet in marketing research.

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Thus, this project has three main objectives:

(1) To select appropriate mailbase groups and introduce students ways to participate in the internet discussion so as to obtain relevant information;

(2) To identify useful and relevant sites to support all type of research efforts in the marketing discipline; and

(3) To teach students ways to collect primary information through questionnaire design by E-mail with the ASCII format and by WWW homepages with the HTML format.

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