Market Research in the “Real” World: Are We Teaching Students What They Need to Know?

Abstract

This study, based on interviews with research practitioners, examines research applications and techniques, statistical tools, and computer technology commonly used by the research industry. Expectations for in-coming college graduates are also examined. While research applications vary, companies use both custom and syndicated research, and quantitative and qualitative research, with surveys and focus groups being the most frequent techniques. SPSS, along with other statistical packages, is commonly mentioned for statistical analysis. College graduates are expected to know Word, Excel and Power Point. While practitioners are much less concerned with statistical competence than expected, many express the need for communication skills, enthusiasm, common sense and strategic thinking.

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