The Undergraduate Marketing Research Course: Two Decades of Change

Autor/in	Bridges, Eileen
Titel	The Undergraduate Marketing Research Course: Two Decades of Change
Quelle	In: Journal of Marketing Education, 43 (2021) 3, S.285-297 (13 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Bridges, Eileen)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/0273475320960501
Schlagwörter	Marketing; Undergraduate Students; Educational Change; Teaching Methods; Research Skills; Information Technology; Educational History; Research Design; Data Collection; Data Analysis; Data Interpretation; Databases + Suchen Sie Ihr Suchwort? Bildungsreform; Teaching method; Lehrmethode; Unterrichtsmethode; Forschungsleistung; Informationstechnologie; History of education; Bildungsgeschichte; Forschungsdesign; Data capture; Datensammlung; Auswertung; Data evaluation; Datenauswertung; Datenbank
Abstract	This article looks back over the past two decades to describe how teaching of undergraduate marketing research has (or has not) changed. Sweeping changes in technology and society have certainly affected how marketing research is designed and implemented--but how has this affected teaching of this important topic? Although the purpose of marketing research is still to better understand target customer needs, the tools are different now: customer data are typically collected using technology-based interfaces in place of such instruments as mailed, telephone, or in-person surveys. Observational techniques collect more data electronically rather than requiring a human recorder. Similarly, sampling has changed: sample frames are no longer widely used. Many of these changes are not yet fully discussed in marketing research courses. On the other hand, there is increasing interest in and availability of courses and programs in marketing data analytics, which teach specialized skills related to analysis and interpretation of electronic databases. Perhaps even more importantly, new technology-based tools permit greater automation of data collection and analysis, and presentation of findings. A critical gap is identified in this article; specifically, effort is needed to better integrate the perspectives of data collection and data analysis given current research conditions. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01