Preparation of Students for Marketing Research

Abstract

There appears to be a substantial difference between the attitudes of professors of marketing and marketing research and those of practitioners on the kind of training necessary to prepare students for careers in marketing research. Recent research shows that many professors still have the same attitudes found in a 1957 study by the subcommittee on the teaching of marketing research of the American Marketing Association. In the meantime, marketing research has taken on new dimensions that require an even broader background in the social sciences.