For professor Chhina, exploring the questions and issues that result from changing trends is key when analyzing research initiatives.
Her two latest research projects, a study of the effectiveness of Augmented Reality (AR) and the development of a complete marketing strategy for The Mississauga Big Band Jazz Ensemble (MBBJE), were developed with the mindset of answering these specific questions, “how effective is augmented reality technology as a marketing and advertising tool in the retail sector?”, and “how can a comprehensive, integrated marketing strategy help a local business position themselves and market their services more effectively?"
Both research projects required a lot of teamwork between faculty and students. The students, who worked as research assistants, were chosen based on their research interests, academic standing and research writing skills. The transferable skills learned through this practical hands-on experience give a clear cut advantage on a resume.
Professor Chhina uses the research results in her teaching. According to the professor, “students love knowing that the information is coming from a current research project. Choosing topics that they can relate to leads to increased participation in class and heightens interest in the topic and field of marketing.” The clients and industry partners benefit from the expertise of the Business School faculty and the fresh, creative thinking skills of the students. They receive innovative and customized solutions to their business questions through participating in the research projects.
Research is an important aspect of the learning experience for both the students and faculty. Professor Chhina hopes to involve more students in research projects in the future with the support of The Business School and the Research Office at Humber.