The Marketing Research Course as Taught in U.S. Business Schools

Abstract

This article describes the Marketing Research course, as taught in U.S. business schools. The results are based on responses by 229 faculty members at AACSB schools who have taught this class. The article presents, in substantial detail, the scope and depth of topics covered and the different types of assignments used. In addition, use of computer software to teach Marketing Research and availability of computer resources are discussed in substantial detail.

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