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

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Journal of Marketing Education

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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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Sage Publications Sage CA: Thousand Oaks, CA