The Relative Importance of Teaching, Research and Service in Performance Evaluation of Marketing Faculty

Abstract

This paper analyzes mail survey data from chairs as well as members ofperformance evaluation committees of marketing departments with and without doctoral programs at US business schools. Specifically, it looks at perceived and desired weights for teaching, research, and service activities used during merit evaluation and promotion and tenure decisions. The following results are documented: (1) while the respondents, in general, perceive and desire that research play the most important role in promotion and tenure as well as merit evaluation procedures, schools with doctoral programs in marketing place more emphasis on research and less on teaching; (2) all schools place higher weights on research (and lower weight on teaching and service) for promotion and tenure decisions than for merit evaluation decisions; (3) the level of resources an institute commits to research increases the perceived importance of research in the evaluation process; (4) there is a uniform desire for more emphasis on teaching and less on research. This pattern is apparent in both doctoral and non-doctoral programs in marketing.