Under pressure for accountability and in pursuit of valid
measures of their performance, institutions of higher educa
tion are examining outcomes assessment as a means of pro
gram and institutional evaluation. Through a survey of
chairs of marketing departments, this study explores the
current status of outcomes assessment in marketing educa
tion in universities in the United States. It examines atti
tudes toward several potential measures of educational out
comes as well as current and anticipated collection patterns
for these measures.
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