Addressing the market research skills gap

Nunan, D. (2015) Addressing the market research skills gap. International Journal of Market Research, 57 (2). pp. 177-178. ISSN 1470-7853 doi: 10.2501/IJMR-2015-000

Abstract/Summary

This Viewpoint focuses on the debate in market research around the gap between academia and practitioners. It argues that the debate misses the key role that universities play in the provision of market research skills and that it is this skills gap that needs to be addressed in order to ensure the future of research as a profession.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/39958
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	The Market Research Society
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