... research can be learned. When reading the scenarios, emphasize comprehension rather than trying to critique the scenarios. Scenario details are important in answering the questions. Although previous discussion provides background for answering exercise questions, successful completion of the exercises...

...Sara Dolnicar Purpose This paper aims to show how researchers can develop learning exercises for training analysts and executives in market segmentation techniques. Design/methodology/approach The empirical example of a tour operator specializing in adventure tourism is used as an illustration...