Teaching marketing research: preaching what we practice

Lawley, Meredith and Gardiner, Michael (1999) Teaching marketing research: preaching what we practice. In: ANZMAC 1999: Marketing in the Third Millennium, 28 Nov-1 Dec 1999, Sydney, Australia.

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The teaching of Marketing Research, like many marketing courses, has generally followed the linear process as presented in many popular texts in this area. This paper proposes that the marketing research process should be presented and taught as it is applied in practice, that is, as a reiterative process of refinement and development during the discovery and analysis of the information relevant to management decision making. In making this argument, current models of the marketing research process are reviewed and an alternative marketing research process model is presented. Academics and practitioner alike can use this alternative model in the application and teaching of marketing research.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 07 Mar 2018 06:35
Last Modified: 07 Mar 2018 06:35
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/19309

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