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CASE STUDY FORMAT PREFERENCES OF PRE-EXPERIENCE AND EXECUTIVE STUDENTS: CONJOINT EXPERIMENT APPROACH
Kristina Maiksteniene 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.9
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.
CASE STUDY FORMAT PREFERENCES OF PRE-EXPERIENCE AND EXECUTIVE STUDENTS: CONJOINT EXPERIMENT APPROACH
Kristina Maiksteniene 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
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.