Observations from faculty who teach marketing indicate that a relatively small percentage of students have strong interest in quantitative analysis and many come into the marketing major out of the misperception that it is light on math. In reality, over 98% of marketing professionals use data during their decision-making processes, while 80% of marketing-related problems use data at least in part to be solved. This article outlines a teaching model for analytical decision-making that links marketing problems with marketing research. It is stressed that while only a small percentage of marketing students become marketing researchers all will become consumers of information that is generated by research. Outlined herein is a dual-stage curriculum approach focused on preparing students to be knowledgeable consumers of research by incorporating a problem and metric-based pedagogy. This design is supported by data from 185 marketing professionals who contribute commonly asked “on the job” problems along with frequently used metrics that marketing students should learn as they train to be future marketing professionals.

市场营销学教授的观察结果表明，相对较少的学生对定量分析有浓厚的兴趣，许多人是出于对数学的误解而进入市场营销专业的。实际上，超过 98% 的营销专业人员在其决策过程中使用数据，而 80% 的营销相关问题至少部分使用数据来解决。本文概述了将营销问题与营销研究联系起来的分析决策教学模式。需要强调的是，虽然只有一小部分营销学生成为营销研究人员，但所有人都将成为研究产生的信息的消费者。本文概述了一种双阶段课程方法，重点是通过结合基于问题和度量的教学法，使学生成为知识渊博的研究消费者。185个市场营销专业人士的数据为该设计提供了支持，他们提供了常见的“在职”问题以及市场营销专业学生在培训成为未来市场营销专业人士时应学习的常用指标。