Teaching, Research, Service, and External Compensation Activities: Expected versus Actual Workstyles among Marketing Professors

A comprehensive national survey of college and university marketing professors revealed considerable disparity between the workstyle they believe is expected for promotion, tenure, and salary adjustment decisions and their actual workstyle. A majority of professors believe that their institutions expect them to allocate a much larger proportion of their professional effort to research activities than they actually allocate (45% expected versus 31% actual). Differences between perceived expected and actual workstyles occur more frequently in institutions with balanced teaching and research missions than in those which are either primarily teaching or primarily research oriented. A workstyle classification procedure is offered that seems superior to approaches used by previous researchers.