LHU publishes new student journal of
applied marketing research
Feb. 10, 2012
LOCK HAVEN, Pa. -- Marketing research students at Lock Haven University published the first issue of the LHU Student Journal of Applied Marketing Research. This new online journal can be accessed at www.lhup.edu/marketingjournal
The journal presents the students’ research on four new business ideas for a small college town such as Lock Haven. The students employed real-world market research to provide key indicators for potential success. The results of their research will be helpful to entrepreneurs considering opening a business.
The four ideas the students researched are for a miniature golf course, a sweets shoppe, a fun park and a dance club.
“Applied research is very practical, actionable research,” says Dr. Marlene Jensen, who is the faculty sponsor of the journal.
In their market research, Dr. Jensen’s students asked the types of questions most important to potential business owners. They inquired about details such as the features the business should offer and the prices people would be willing to pay for the goods or services. The goal for the research in this issue of the journal is to provide answers that could be used to open such a business.
“It’s pretty amazing work for undergraduate students,” said Dr. Jensen.
The release of the first issue is largely attributed to the editorial advisory board composed of LHU professors James Bean, Ruben Berrios, Loretta Dickson, Steven Granich, Gregory Koehle, and Marcia J. Kurzynski. Also on the board are business colleagues P. Nicole Borner, founder of MetaMorph, a consultancy in California and Japan, and Mary Anne Holley, a lecturer in Entrepreneurship Management at the Zicklin School of Business at Baruch College.
Editor of the journal, Leslie Ahern, a senior Business Administration major at LHU, is another important contributor to the first issue, and she hopes people find the information to be interesting and resourceful.
“The community will be able to get a sense of what the marketing students at Lock Haven are researching and developing, and as for the students, I think the journal will serve as a useful reference,” said Ahern.
Lock Haven University is a member of the Pennsylvania State System of Higher Education (PASSHE), the largest provider of higher education in the commonwealth. Its 14 universities offer more than 250 degree and certificate programs in more than 120 areas of study. Nearly 405,000 system alumni live and work in Pennsylvania.