Learning in an online environment shares many aspects with the learning required in marketing research projects conducted by research agencies with client firms. However, learning-management-system platforms now provide powerful ways to enrich learning in the online environment through threaded discussions, access to video clips and lively interaction between students and instructors. In such ways, an asynchronous online marketing research course can allow the type of rich experience and reflection that are the hallmarks of valuable experiential-learning. The purpose of this article is to discuss the benefits and challenges of teaching a key course in the education of business students—the marketing research course—in an online environment. This article integrates theoretical frameworks of online education and discusses timely issues for those teaching an online marketing-research course to MBA students, such as the importance of imparting the scientific method, the role of the teacher as a facilitator, content for the course, and thoughts about future marketing research courses. Because most online MBA students are currently working in business, they have an opportunity for applying their learning at work in a very valuable way. Such opportunity can bring an energy and excitement for learning not matched in other contexts for the MBA.

在线环境中的学习与研究机构与客户公司进行的市场研究项目所需的学习有很多共同点。但是，学习管理系统平台现在提供了强大的方法，可通过线程讨论，访问视频剪辑以及学生与教师之间的生动互动来丰富在线环境中的学习。通过这种方式，异步在线营销研究课程可以提供丰富的经验和反思，这些都是宝贵的体验式学习的标志。本文的目的是讨论在在线环境中教授商学院教育中的关键课程（市场研究课程）的收益和挑战。本文整合了在线教育的理论框架，并为那些向MBA学生教授在线营销研究课程的人员讨论了及时的问题，例如传授科学方法的重要性，老师作为促进者的角色，课程内容以及关于未来市场研究课程的想法。由于大多数在线MBA学生目前正在从事商业活动，因此他们有机会以非常有价值的方式将自己的学习成果应用到工作中。这样的机会可以为MBA在其他情况下无法比拟的学习带来活力和兴奋。由于大多数在线MBA学生目前正在从事商业活动，因此他们有机会以非常有价值的方式将自己的学习成果应用到工作中。这样的机会可以为MBA在其他情况下无法比拟的学习带来活力和兴奋。由于大多数在线MBA学生目前正在从事商业活动，因此他们有机会以非常有价值的方式将自己的学习成果应用到工作中。这样的机会可以为MBA在其他情况下无法比拟的学习带来活力和兴奋。