Threshold concepts in teaching and learning undergraduate marketing research

Discussion paper

Manyiwa, S. 2006. Threshold concepts in teaching and learning undergraduate marketing research. Middlesex University.
TypeDiscussion paper
TitleThreshold concepts in teaching and learning undergraduate marketing research
AuthorsManyiwa, S.
Abstract

The paper reports on the possibilities and limitations of identifying threshold concepts in the subject of marketing research. Threshold concepts are distinct key concepts of a subject, which, if well understood, can lead to a transformed way of viewing the subject and reality in general. The empirical study focused on evaluating a list of selected key concepts of undergraduate marketing
research to determine whether or not any of these concepts could be included in a more structured research project on threshold concepts. The research results show that 15 of the 35 selected concepts possess characteristics that make these concepts potential threshold concepts. Further studies are required to determine whether or not these 15 concepts possess the characteristics of threshold
concepts.

Keywordsthreshold concept, transformative concept, irreversible concept, integrative concept, bounded concept, counter-intuitive concept, marketing education
Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
JournalMiddlesex University- Discussion Papers Series
PublisherMiddlesex University
Publication process dates
Deposited19 Mar 2013
CompletedNov 2006
Output statusPublished
Additional information

Middlesex Discussion Paper Number 40

LanguageEnglish
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