Marketing research education in the Big Data era

Abstract

The excellent and timely Nunan and Di Domenico International Journal of Market Research (IJMR) paper addressed the stagnant state of many marketing research courses. Following up on this contribution, I will propose some specific changes for enhancing relevance of marketing research curricula, emphasizing transactional data and Big Data. Moreover, I will propose that marketing research education should develop analysts who can convert data into advice for decision makers and we should educate marketing managers to become more quantitatively oriented to ensure they can base their decisions on data and analytical results.