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...

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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
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cites cdi_FETCH-LOGICAL-c223t-dd186109bcf1a7f6a53bce910eb407837252c1f0a0dd18ee70e4554b208327c23
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container_title Journal of marketing education
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description 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.
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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
title Do Academics and Practitioners agree on What and How to Teach the Undergraduate Marketing Research Course?
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