Marketing Research Education: Perspectives from Practitioners

The authors present the results of an investigation into marketing research education from the viewpoint of research practitioners. The study compares perceptions of graduates with marketing research training with graduates with no such training, identifies perceived strengths and weaknesses of new graduates who have studied marketing research, makes suggestions for improvement to marketing research education and establishes the extent of use of various methods, procedures and techniques. The findings are intended to provide food‐for‐thought for educators who wish to keep their teaching relevant to contemporary practice.