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Direct linkUpshaw, Danny C., Jr.; Hardy, Marcia; Habig, Phil – Marketing Education Review, 2018
In 1950 Mason Haire used projective research techniques to examine consumer perceptions of a new product, instant coffee. This article adapts his original experiment for use as a classroom exercise, discusses the pedagogical benefits of the exercise, and demonstrates how it can facilitate discussions about marketing history, the changing nature of…
Descriptors: Marketing, Business Administration Education, Class Activities, College Instruction
