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

Published In

Journal of Marketing Education

Document Type

Citation

Publication Date

2002

Abstract

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.

Locate the Document

https://doi.org/10.1177/0273475302238045

Persistent Identifier

https://archives.pdx.edu/ds/psu/41230

Publisher

Sage Publications Sage CA: Thousand Oaks, CA

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