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CASE STUDY FORMAT PREFERENCES OF PRE-EXPERIENCE AND EXECUTIVE STUDENTS: CONJOINT EXPERIMENT APPROACH

Kristina Maiksteniene
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271822
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1852-1857
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Current research aims to investigate how marketing students’ case format preferences relate to their managerial experience. Results of a full-profile conjoint experiment reveal specific differences in case format preferences between the two groups: pre-experience and executive students. This poses meaningful implications for case format differentiation practices in marketing classes.

Keyword
Pre-experience educationExecutive educationCase formatConjoint analysisMarketing class
Author
  • Kristina Maiksteniene(ISM University of Management and Economics)