Do Academics and Practitioners agree on What and How to Teach the Undergraduate Marketing Research Course?

A survey was undertaken with executives from marketing research firms and marketing faculty who teach the under-graduate research course. Each group was asked comparable questions about desired course delivery methods, course content, and statistical coverage. Several significant gaps were found bet...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing education 2002-12, Vol.24 (3), p.225-232
Main Authors: Stern, Bruce L., Tseng, L. P. Douglas
Format: Article
Language:English
Subjects:
Communication
Course Content
Curricula
Data Analysis
Design of experiments
Discriminant analysis
Executives
Market research firms
Marketing
Operations management
Perceptions
Polls & surveys
Questionnaires
Skills
Statistical methods
Students
Studies
Teachers
Teaching
Teaching Methods
Undergraduate Students
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:A survey was undertaken with executives from marketing research firms and marketing faculty who teach the under-graduate research course. Each group was asked comparable questions about desired course delivery methods, course content, and statistical coverage. Several significant gaps were found between the two groups but none larger than the perception of which statistical methods should be taught in the undergraduate research class. It is clear that both groups could benefit from learning more about each other’s preferences and reasoning.
ISSN:0273-4753
1552-6550
DOI:10.1177/0273475302238045