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Direct linkReavey, Brooke; Zahay, Debra; Rosenbloom, Al – Journal of Marketing Education, 2021
This exploratory research suggests that undergraduate marketing research textbooks and courses have not kept pace with the changes in the marketing research world over the past two decades. Two studies, one a review of marketing research syllabi and another a content analysis of online job postings, explore this phenomenon. The results imply that,…
Descriptors: Undergraduate Students, Research Training, Teaching Methods, Educational Change
