The Diffusion of Marketing Research Techniques in Business: Implications for Marketing Education

Danny Norton Bellenger · Roy D. Howell · Barnett A. Greenberg

8 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Business and Management Studies Business Strategies and Management Research

Abstract

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.

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1988Management education and development : drift or thrust into the 21st century?1979The Effectiveness of Marketing's "R&D" for Marketing Management: An Assessment 1958Motivation and Market Behavior 1977What Techniques Are Used by Marketing Researchers in Business?

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