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Teaching and learning about qualitative research in the social sciences: an experiential learning approach amongst marketing students

There is significant evidence that student‐centred approaches to learning using experiential exercises considerably enhance students' understanding of substantive theory and also aid acquisition of transferable skills, such as those pertaining to research management and investigation. We consider an experiential pedagogic approach to be particularly rich in helping students to acquire practical skills for and applying critical thought to qualitative research. In this paper we explain why we see experiential learning as particularly valuable in this context. Additionally, we present and reflect upon the combination and integration of classwork‐ and fieldwork‐based experiential techniques which we have used to develop a critical approach towards qualitative enquiry and a range of qualitative research skills amongst postgraduate marketing students.