Abstract
Thirty marketing-related topic areas were evaluated by marketing research (MR) educators and practitioners to determine their perceived importance in preparing graduate students interested in MR careers. The results within and between groups suggested that several traditional subject areas are perceived as most important from the perspectives of both educators and practitioners; other topics were rated lower than expected.
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Giacobbe, R.W., Segal, M.N. (2015). An Empirical Assessment of Educator and Practitioner Perceptions: Implications for Marketing Research Education. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_1
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DOI: https://doi.org/10.1007/978-3-319-13162-7_1
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