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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

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To link to this item DOI: 10.2501/IJMR-2015-000


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
Divisions:Henley Business School > Marketing and Reputation
ID Code:39958
Publisher:The Market Research Society

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