This article looks back over the past two decades to describe how teaching of undergraduate marketing research has (or has not) changed. Sweeping changes in technology and society have certainly affected how marketing research is designed and implemented—but how has this affected teaching of this important topic? Although the purpose of marketing research is still to better understand target customer needs, the tools are different now: customer data are typically collected using technology-based interfaces in place of such instruments as mailed, telephone, or in-person surveys. Observational techniques collect more data electronically rather than requiring a human recorder. Similarly, sampling has changed: sample frames are no longer widely used. Many of these changes are not yet fully discussed in marketing research courses. On the other hand, there is increasing interest in and availability of courses and programs in marketing data analytics, which teach specialized skills related to analysis and interpretation of electronic databases. Perhaps even more importantly, new technology-based tools permit greater automation of data collection and analysis, and presentation of findings. A critical gap is identified in this article; specifically, effort is needed to better integrate the perspectives of data collection and data analysis given current research conditions.

本文回顾了过去的二十年，描述了大学营销研究的教学是如何（或没有）改变的。技术和社会的日新月异的变化无疑已经影响了营销研究的设计和实施方式，但是这如何影响了这一重要主题的教学呢？尽管营销研究的目的仍是为了更好地了解目标客户需求，但现在的工具有所不同：通常使用基于技术的界面来收集客户数据，以代替邮寄，电话或面对面调查之类的工具。观测技术以电子方式收集更多数据，而不需要人工记录仪。同样，采样也发生了变化：采样帧不再被广泛使用。这些变化中的许多变化尚未在市场研究课程中充分讨论。另一方面，市场营销数据分析课程和课程的兴趣和可用性越来越高，这些课程教授与电子数据库的分析和解释有关的专门技能。也许甚至更重要的是，基于新技术的工具可以使数据收集和分析以及结果显示的自动化程度更高。本文确定了一个关键的差距。具体而言，在当前的研究条件下，需要努力更好地整合数据收集和数据分析的观点。和发现的介绍。本文确定了一个关键的差距。具体而言，在当前的研究条件下，需要努力更好地整合数据收集和数据分析的观点。和发现的介绍。本文确定了一个关键的差距。具体而言，在当前的研究条件下，需要努力更好地整合数据收集和数据分析的观点。