Addressing the market research skills gapNunan, D. (2015) Addressing the market research skills gap. International Journal of Market Research, 57 (2). pp. 177-178. ISSN 1470-7853 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.2501/IJMR-2015-000 Abstract/SummaryThis 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.
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