ket research applied as educational innovation: an interdisciplinary academic consulting project
DOI:
https://doi.org/10.35564/jmbe.2025.0028Palabras clave:
Educación, Innovación educativa, comportamiento del consumidorResumen
La enseñanza de la investigación de mercados requiere metodologías activas que vinculen teoría y práctica. Este estudio se centra en una simulación en el aula aplicada a la asignatura Investigación de Mercados I, orientada a fortalecer la comprensión de la investigación cualitativa, específicamente la entrevista en profundidad, mediante un análisis del comportamiento turístico en Valencia. El objetivo fue que los estudiantes exploraran los factores que determinan la elección de canales de reserva turística (agencias físicas vs OTAs) y aplicaran metodologías de campo en un contexto realista. La revisión de la literatura destaca la transformación del sector turístico y la importancia de las metodologías experienciales y el desarrollo de competencias transversales en educación superior. La metodología consistió en cinco fases: diseño del escenario simulado, instrucción sobre técnicas cualitativas, trabajo de campo, análisis de datos con software especializado y presentación de resultados. Los resultados evidenciaron mejoras en la comprensión de la investigación cualitativa, la motivación, el pensamiento crítico, la comunicación y la ética profesional. La discusión resalta que la simulación en el aula permite consolidar competencias prácticas y transferir conocimientos teóricos a contextos reales, promoviendo un aprendizaje profundo y aplicado en estudiantes universitarios.
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