Addressing the market research skills gap

Daniel Nunan

Research output: Contribution to journalArticlepeer-review

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Abstract

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.
Original languageEnglish
Pages (from-to)177-178
Number of pages2
JournalInternational Journal of Market Research
Volume57
Issue number2
DOIs
Publication statusPublished - 1 Mar 2015

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