Marketing research education in the Big Data era

被引：6
|
作者：
Paas, Leo [1 ,2 ]
机构：
[1] Massey Univ, Auckland, New Zealand
[2] Univ Auckland, Auckland, New Zealand
来源：
INTERNATIONAL JOURNAL OF MARKET RESEARCH | 2019年 / 61卷 / 03期
关键词：
analytics education; Big Data; marketing research education; transactional data;
D O I：
10.1177/1470785319825535
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The excellent and timely Nunan and Di Domenico International Journal of Market Research (IJMR) paper addressed the stagnant state of many marketing research courses. Following up on this contribution, I will propose some specific changes for enhancing relevance of marketing research curricula, emphasizing transactional data and Big Data. Moreover, I will propose that marketing research education should develop analysts who can convert data into advice for decision makers and we should educate marketing managers to become more quantitatively oriented to ensure they can base their decisions on data and analytical results.
引用
收藏
页码：233 / 235
页数：3
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