Marketing: Providing Supporting Information as Evidence for Decision Making

Title: Providing Supporting Information as Evidence for Decision Making
Authors: Maggie McDermott and Nicole Gullekson- UW LaCrossse
Discipline(s) or Field(s): Marketing & Management
Submission Date: June 2013

Abstract: This lesson study aimed to better understand the process students use to evaluate information in a SWOT analysis. The ultimate goal was for the students to be able to identify what makes for a good SWOT analysis and to use this knowledge to successfully develop a team SWOT analysis. For the lesson, students reviewed three example SWOT analyses, were asked to identify strengths and weaknesses, and to develop criteria for a good SWOT analysis. Observers noted the students’ discussion points and process of approaching the task. Findings revealed that students focused on superficial details of the examples, rather than on content or the quality of information. Additionally, team members did not appear to engage in debate or critique one another’s ideas. General conclusions and recommendations for future lesson studies are included.

Lesson Study in Marketing: Providing Supporting Information as Evidence for Decision Making (Full Report)