The use of more sophisticated research techniques, particularly multivariate statistical procedures, has increased dramatically over the past decade. Graduate education appears to be a significant change agent in this diffusion process. Marketing educators must prepare future managers to effectively use information developed with increasingly complex procedures.
Get full access to this article
View all access options for this article.
References
1.
Greenberg, Barnett A. , Jac L. Goldstucker, and Danny N. Bellenger (1977), "What Techniques Are Used by Marketing Researchers in Business,"Journal of Marketing, 41 (April), 62-68.
2.
Guttman, Louis (1958), "Measuring the True State of Opinion," in Motivation and Market Behavior, R. Ferber and H. Wales, eds. Homewood, IL: Richard D. Irwin, Inc.
3.
Myers, John G. , Stephen A. Greyser, and William F. Massy (1979), "The Effectiveness of Marketing's `R & D' for Marketing Management: An Assessment,"Journal of Marketing, 43 (January), 17-29.
4.
Porter, Lyman W. and Lawrence E. McKibbin (1988), Management Education and Development: Drift or Thrust into the 21st Century, New York: McGraw-Hill Book Company.
5.
Twedt, Dik W. (1983), 1983 Survey of Marketing Research, Chicago: American Marketing Association, p. 41.
