Service-Learning in A Marketing Research Course: The Benefits that Accrue to Students

Jennifer Barr, Michael Busler 
(The Richard Stockton College of New Jersey, Galloway, New Jersey 08205, USA)

Abstract: An important issue surrounds the impact of service-learning on the academic and life skill development of undergraduate students, and ultimately, their preparedness for the professional arena. Empirical research in this area is scarce, especially in marketing. Marketing Research is an important course and often requisite for an undergraduate marketing degree. Yet no research has explored the value of experiential learning in this course. This study serves to fill that void. The same questionnaire was administered to students using a pre- and post-test design who had completed a service-learning project. Utilizing a seven-point Likert scale, students were questioned about their intentions and attitudes toward volunteer work and involvement with their community. A paired t-test was employed to analyze the results, and it was found that there was a significant increase in their intention to volunteer and to become involved with their community. Moreover, significant increases in social responsibility, intent to help others and their confidence level with problem solving and conflict resolution were also found. One of the most significant outcomes was that students believed that they could make a difference in the world. The findings were a direct result of the experiential learning component integrated into the Marketing Research course.

Key words: service-learning, marketing pedagogy, experiential, research