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

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

Research output: Contribution to journalArticle

2 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 languageEnglish
Pages (from-to)24-29
Number of pages6
JournalJournal of Marketing Education
Volume12
Issue number1
DOIs
StatePublished - Apr 1990

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