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

Danny N. Bellenger; Roy D. Howell; Jim Wilcox; Barnett A. Greenberg

doi:10.1177/105256299001200104

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

Danny N. Bellenger, Roy D. Howell, Jim Wilcox, Barnett A. Greenberg

Business Administration

Research output: Contribution to journal › Article › peer-review

4 Scopus citations

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.

Original language	English
Pages (from-to)	24-29
Number of pages	6
Journal	Journal of Management Education
Volume	12
Issue number	1
DOIs	https://doi.org/10.1177/105256299001200104
State	Published - Apr 1988

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title = "The Diffusion of Marketing Research Techniques in Business: Implications for Marketing Education",

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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