TY - JOUR
T1 - The Diffusion of Marketing Research Techniques in Business
T2 - Implications for Marketing Education
AU - Bellenger, Danny N.
AU - Howell, Roy D.
AU - Wilcox, Jim
AU - Greenberg, Barnett A.
PY - 1990/4
Y1 - 1990/4
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84970521983&partnerID=8YFLogxK
U2 - 10.1177/027347539001200104
DO - 10.1177/027347539001200104
M3 - Article
AN - SCOPUS:84970521983
SN - 0273-4753
VL - 12
SP - 24
EP - 29
JO - Journal of Marketing Education
JF - Journal of Marketing Education
IS - 1
ER -