A Market Research Training Simulation - Bringing market research closer to decision-makers

Michael Roe and Joss Vervoot

Market research training must form a part of marketers’ educational programmes if we want them to employ and value it when they gain the reins of power as their careers progress.

A Market Research Training Simulation

Bringing Market Research Closer to Decision-Makers

Michael RoeMicrolaunch, United Kingdom

Jos VervoortFriesland Foods, The Netherlands

THE PEDAGOGICAL CHALLENGE

Where will new entrants to the world of marketing and marketing services receive their necessary training in market research? A minority will gather their skills at university, others at business schools, but the majority will anticipate to be inducted by their employers, whether client-side or agency. The latter do not expect to hire research experts direct from college; they want good minds with a researcher's mentality that they can mould to their needs.

The large...

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