The marketing research course is often a very challenging one both for students and instructors. This article discusses how the jazz metaphor can aid the instructor in both facilitating students’ learning of the more basic as well as the more specific skills that make up the course, in addition to contributing more to student enjoyment of the marketing research subject. Reflective, experiential learning-based classroom illustrations and suggestions for jazz metaphor implementation by students and instructor are also provided.
Abson, D. ( 1994). The effects of peer evaluation on the behavior of undergraduate studetns working in tutorless groups. In H. C. Foote, C. J. Howe, A. Anderson, A. K. Tolmie , & D. A. Warden (Eds.), Group and Interactive Learning (pp. 153-158). Southampton, UK : Computational Mechanics.
2.
Achenreiner, G. ( 2001). Market research in the "real" world: Are we teaching students what they need to know? Marketing Education Review , 11, 15-25.
3.
Anderson, L. ( 2006). Building confidence in creativity: MBA students. Marketing Education Review, 16, 91-96.
4.
Aylesworth, A. ( 2008). Improving case discussion with an improved mind-set. Journal of Marketing Education, 30, 106-115.
5.
Barabba, V., & Zaltman, G. ( 1991). Hearing the voice of the market: Competitive advantage through creative use of market information. Boston, MA : Harvard Business School Press.
6.
Barrett, F.J. ( 1998). Creativity and improvisation in jazz and organisations: Implications for organisational learning. Organization Science , 9, 605-622.
7.
Brown, S. ( 1996). Art or science? Fifty years of marketing debate. Journal of Marketing Management, 12, 243-267.
8.
Celuch, K., & Slama, M. ( 1998). Critical thinking as an integrative theme for teaching lifelong learning skills in marketing. Marketing Education Review,8, 1-12.
9.
Chadwick, S. ( 2006). Client-driven change: The impact of changes in client needs on the research industry. International Journal of Market Research, 48, 391-414.
10.
Chonko, L.B., & Roberts, J.A. ( 1996). An innovative introduction to business course: Marketing the skills that marketing majors (and others) as business majors will need for success. Marketing Education Review, 6, 53-71.
11.
Close, A.C., Dixit, A., & Malhotra, N.K. (2005). Chalkboards to cybercourses: The internet and marketing education. Marketing Education Review, 15, 81-94.
12.
Dabbour, K. ( 1997). Applying active learning methods to the design of library instruction for a freshman seminar. College and Research Libraries , 58, 299-308.
13.
Dennis, N., & Macaulay, M. ( 2007). Miles ahead: Using jazz to investigate improvisation and market orientation. European Journal of Marketing, 41, 608-623.
14.
Dobni, D., & Links, G. ( 2008). Promoting statistical intelligence in marketing research students: Best practice ideas. Marketing Education Review , 18, 61-64.
15.
Dolan, A., & Ayland, C. ( 2001). Analysis on trial. International Journal of Market Research, 43, 377-389.
16.
Eisner, E. ( 1985). The art of educational evaluation: A personal view. London, England: Farmer Press.
17.
Garcia-Gonzalez, J. ( 2006). Response to "we can do better." International Journal of Market Research, 48, 115-116.
18.
Gelly, D. ( 2000). Icons of jazz: A history in photographs 1900-2000. London, England: Brown Partworks.
19.
Giacobbe, R.W., & Segal, M.N. ( 1994). Rethinking marketing research education: A conceptual, analytical, and empirical investigation. Journal of Marketing Education, 16, 43-58.
20.
Gordon, W. ( 2006). Out with the new, in with the old. International Journal of Market Research, 48, 7-25.
Hamer, L.O. ( 2000). The additive effects of semistructured classroom activities on student learning: An application of classroom-based experiential learning techniques. Journal of Marketing Education, 22, 25-34.
23.
Hardie, B. ( 2007). Response to "Client-driven change: The impact of changes in client needs on the research industry" [IJMR, 48(4)]. International Journal of Market Research, 49, 11-13.
24.
Holbrook, M.B. ( 2009). Playing the changes on the jazz metaphor: An expanded conceptualisation of music, management, and marketing-related themes. Foundations and Trends in Marketing, 2, 185-442.
25.
Huffaker, J.S., & West, E. ( 2005). Enhancing learning in the business classroom: An adventure with improved theater techniques. Journal of Management Education , 29, 852-869.
26.
Kamoche, K., & Cunha, M.P. ( 2001). Minimal structures: From jazz improvisation to product innovation. Organization Studies, 22, 733-764.
27.
Kamoche, K., Cunha, M.P., & Cunha, J.V. ( 2003). Towards a theory of organizational improvisation: Looking beyond the jazz metaphor. Journal of Management Studies, 40, 2023-2051.
28.
Keegan, S. ( 2007). The commercial-academic divide: Never the twain shall meet? International Journal of Market Research, 49, 9-11.
29.
Kimball, B. ( 1996). A comparative evaluation of skills importance and proficiencies for entry level marketing graduates in marketing. In E. W. Stuart, D. J. Ortinau, & E. M. Moore (Eds.), Moving toward the 21st century: Proceedings of the Southern Marketing Association (pp. 204-210). Rock Hill, SC: Southern Marketing Association.
30.
Lamb, C.W., Shipp, S.H., & Moncrief, W.C. (1995). Integrating skills and content knowledge in the marketing curriculum. Journal of Marketing Education, 1, 10-19.
31.
Lawson, T.I. ( 1995). Active-learning exercise for consumer behavior courses . Teaching of Psychology, 22, 200-202.
32.
Lengnick-Hall, M., & Lengnick-Hall, C. (1999). Leadership jazz: An exercise in creativity. Journal of Management Education, 23, 65-70.
33.
Lewin, A.Y. ( 1998). Jazz improvisation as a metaphor for organizational theory . Organization Science, 9, 539.
34.
Lieber, R.H. ( 1997, February 3). Storytelling: A new way to get close to your customer. Fortune. Retrieved from http://www.cfigroup.com/resources/articles/Close.pdf
35.
Lincoln, D.L. ( 2008). Drama in the classroom: How and why marketing educators can use nonverbal communications and enthusiasm to build student rapport. Marketing Education Review, 18, 53-65.
36.
Livingstone, D. & Lynch, K. ( 2002). Group project work and student-centered active learning: Two different experiences. Journal of Geography in Higher Education, 26, 217-317.
37.
Matulich, E., Papp, R., & Haytko, D.L. ( 2008). Continuous improvement through teaching innovations: A requirement for today’s learners. Marketing Education Review, 18, 1-7.
38.
McCorkle, D.E., Payan, J.M., Reardon, J., & Kling, N.D. ( 2007). Perceptions and reality: Creativity in the marketing classroom. Journal of Marketing Education, 29, 254-261.
39.
McDonald, M. ( 2008). After 50 years of IJMR, the state of marketing. International Journal of Market Research, 50, 165-168.
40.
McGorry, S.Y. ( 2006). Data in the palm of your hand. Marketing Education Review, 16, 83-90.
41.
Miller, J.R. ( 1967). Preparation of students for marketing research. Journal of Marketing Research, 3, 82-84.
42.
Mills, M.K., Torkar, N., Katsinikas, T., & Dye, A. ( 2006). The path to purchase. Paper presented at the World ESOMAR Automotive Research Conference, Lausanne, Switzerland .
43.
Moorman, C., & Miner, A.S. ( 1998). The convergence of planning and execution: Improvisation in new product development. Journal of Marketing, 62, 1-29.
44.
Morgan, G. ( 1997). Images of organizations. Thousand Oaks, CA: Sage.
45.
Moshavi, D. ( 2001). Yes, and . . . introducing improvisational theatre techniques to the management classroom. Journal of Management Education , 25, 437-449.
46.
Nachmanovitch, S. ( 1990). Free play: Improvisation in life and art. New York, NY: Jeremy Tarcher/Putnam/Penquin Books .
47.
Neilsen, A. ( 1992). A new metaphor for strategic fit: All that jazz. Leadership & Organization Development Journal, 13, 3-6.
48.
Newton, P.M. ( 2004). Leadership lessons from jazz improvisation. International Journal of Leadership in Education, 7, 83-99.
49.
Nonis, S.A., & Hudson, G.I. ( 1999). The second course in business statistics and its role in undergraduate marketing education. Journal of Marketing Education, 21, 232-241.
50.
Oblinger, D. ( 2003). Boomers, gen-xers, and millenials: Understanding the new students. Retrieved from http://www.educause.edu/ir/library/pdf/erm0342.pdf
51.
Oswick, C., Keenoy, T., & Grant, D. ( 2002). Metaphor and analogical reasoning in organization theory: Beyond orthodoxy. Academy of Management Review, 27, 294-303.
52.
Pavlovich, K. ( 2003). All that jazz. Long Range Planning, 36, 441-458.
Perry, N.W. , Huss, M.T., McAuliff, B.D., & Galas, J.M. ( 1996). An active-learning approach to teaching the undergraduate psychology and law course. Teaching of Psychology, 23, 76-81.
55.
Piercy, N.F. ( 2006). The trouble with marketing research is marketing researchers . International Journal of Market Research, 48, 253-254.
56.
Pink, D.H. ( 1998, April). Metaphor marketing. Fast Company . Retrieved from http://www.fastcompany.com/magazine/14/zaltman.html
57.
Ramocki, S.P. ( 1987). Measured effectiveness of client-sponsored consulting projects in the marketing research course. Journal of Marketing Education, 9, 24-30.
58.
Segal, M.V. ( 1987). Graduate program of instruction in marketing research: A need assessment. Journal of Marketing Education, 9, 3-11.
59.
Smith, D.V.L. ( 2006). Checks and balances. International Journal of Market Research, 48, 5-6.
60.
Smith, D.V.L., & Dexter, A. ( 1994). Quality in market research: Hard frameworks for soft problems. Journal of the Market Research Society, 36, 115-132.
61.
Smith, D.V.L., & Fletcher, J.H. (2004). The art and science of interpreting market research evidence. West Sussex, England: Wiley.
62.
Sojka, J.Z., & Fish, M.S.B. ( 2008). Brief in-class role plays: An experiential teaching tool targeted to generation y students. Marketing Education Review , 18, 25-31.
63.
Stern, B.L., & Tseng, L.P.D. ( 2002). Do academics and practitioners agree on what and how to teach the undergraduate marketing research course? Journal of Marketing Education, 24, 225-232.
64.
Stevens, M. ( 1995). Profit on demand. Poem reproduced in Brown, S. (1996), Art or science? Fifty years of marketing debate. Journal of Marketing Management, 12, 243-267.
65.
Tanner, J. ( 1999). Key issues in marketing education. Marketing Education Review, 9(Spring).
66.
Tinari, F., & Khandke, K. ( 2002). From rhythm and blues to Broad-way: Using music to teach economics. Journal of Economic Education, 31, 253.
67.
Titus, P.A. ( 2007). Applied creativity: The creative marketing breakthrough model. Journal of Marketing Education, 29, 262-272.
68.
Twenge, J.M. ( 2006). Generation me: Why today’s young Americans are more confident, assertive, entitled-and more miserable than ever. New York, NY: Free Press.
69.
Walle, A.H. ( 1991, February 4). Practitioners are getting fed up with business schools. Marketing News, 25, p. 4.
70.
Weick, W.C. ( 2003). Out of context: Using metaphor to encourage creative thinking in strategic management courses. Journal of Management Education, 27, 323-343.
71.
Weinrauch, J.D. ( 2005). An exploratory use of musical metaphors to enhance student learning. Journal of Marketing Education, 27, 109-121.
72.
Werner, K. ( 1996). Effortless mastery: Liberating the master musician within . New Albany, IN: Jamey Aebersold Jazz.
Zaltman, G., & Higie, R. ( 1993). Seeing the voice of the consumer: The zaltman metaphor elicitation technique (MSI Rep. 93-114). Cambridge, MA : Marketing Science Institute.
75.
Zaltman, G., & Higie, R. ( 1995). Seeing the voice of the consumer: Metaphor-based advertising research. Journal of Advertising Research, July-August, 35-51.
76.
Zoller, U. ( 1987). The fostering of question-asking capability: A meaningful aspect of problem-solving in chemistry. Journal of Chemical Education, 64, 510-512.
