Teaching Marketing Research at the University Level—From Academic and Professional Perspectives

Autor:	Silvia Cachero-Martínez, Francisco Javier De la Ballina Ballina
Rok vydání:	2023
Předmět:	marketing research higher education evolution university subject professors professionals data technology Renewable Energy Sustainability and the Environment Geography Planning and Development Building and Construction Management Monitoring Policy and Law
Zdroj:	Sustainability; Volume 15; Issue 2; Pages: 1480 Scopus
ISSN:	2071-1050
DOI:	10.3390/su15021480
Popis:	The evolution of marketing research (MR) has run parallel to marketing; however, nowadays, statistical techniques and data technologies are gaining more importance. The need for alignment regarding MR training between professors, students, and professionals is becoming increasingly urgent. This work continues on a double survey administered to professors and MR professionals in Spain to determine their proposals for adapting MR courses’ format and content to the companies’ current information needs. The results show that not only do professionals lead in terms of wanting changes to training, but also that these professionals are by no means extreme in their demands regarding university professors. The findings also show that, although there are significant differences in priorities at both the statistical and technical levels, the solution may be to combine and slightly adjust the current mandatory MR courses in business administration degrees. In addition, an elective course that develops training in new data and intelligent technologies for MR should be implemented.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::86ff017aa6fe318f459e6ce1b99d6c82 https://doi.org/10.3390/su15021480 Zobrazit plný text záznamu