Teaching Marketing Research at the University Level—From Academic and Professional Perspectives

The evolution of marketing research (MR) has run parallel to marketing; however, nowadays, statistical techniques and data technologies are gaining more importance. need for alignment regarding MR training between professors, students, professionals is becoming increasingly urgent. This work continues on a double survey administered professors in Spain determine their proposals adapting courses’ format content the companies’ current information needs. results show that not only do lead terms wanting changes training, but also these by no means extreme demands university professors. findings that, although there significant differences priorities at both technical levels, solution may be combine slightly adjust mandatory courses business administration degrees. In addition, an elective course develops new intelligent should implemented.