Teaching Marketing Research at the University Level—From Academic and Professional Perspectives

• Published in: Sustainability Vol. 15; no. 2; p. 1480
• Main Authors: de la Ballina, Javier, Cachero, Silvia
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01.01.2023
• Subjects: 20th century; Artificial intelligence; Big Data; Business intelligence; Competition; Customer relationship management; Decision making; Discriminant analysis; Evolution; Innovations; Marketing; Professionals; Software; Structured Query Language-SQL; Sustainability; Technology; United States > US; Spain

The evolution of marketing research (MR) has run parallel to marketing; however, nowadays, statistical techniques and data technologies are gaining more importance. The need for alignment regarding MR training between professors, students, and professionals is becoming increasingly urgent. This work...