Abstract:

The author is responsible for marketing research courses which form part of Marketing degree and other courses in the University of Strathclyde at Glasgow in the U.K. The objectives of these research courses have to be decided in the light of the probable career patterns of undergraduate and postgraduate students, together with the limits and advantages of an academic course. The paper discusses these limits and advantages, then the needs of marketing enterprises in general. Discussion of individual topics in the subjects follows. A complication is the needs of the specialist marketing research 'producer' organization, and the need of the marketing organization to maintain an interface with these specialists. Examples are given of the practice and aspirations of the Strathclyde courses.