Health & Environmental Research Online (HERO)


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6280881 
Journal Article 
An evaluation of using a real-life experience to teach direct marketing: The 1989 probe/ford direct response project 
Hsu, MM; Wilkens, HT 
1988 
2 
3 
42-47 
This paper analyzes experimental data relating to learning experienced by 24 upper-level students in two classes when undertaking a real-life, direct response project for a new car model of the Ford Motor Company. Overwhelmingly, students expressed a satisfaction for the real-life learning experience and indicated an understanding of direct marketing as a result of their experience. This research does not minimize the value of case studies nor suggest that they be replaced.