A Comparison of the Readability of Marketing Research Textbooks and Commercial Marketing Research White Papers
At graduation, marketing students are expected to have basic marketing research skills. Although most will not enter marketing research careers, many will be required to interpret research and apply that knowledge to solve problems or recognize market opportunities. We compare the readability of sev...
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| Veröffentlicht in: | Journal of higher education theory and practice 2015-06, Vol.15 (3), p.44 |
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| container_title | Journal of higher education theory and practice |
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| creator | Wayland, Jane P Daily, Cynthia M |
| description | At graduation, marketing students are expected to have basic marketing research skills. Although most will not enter marketing research careers, many will be required to interpret research and apply that knowledge to solve problems or recognize market opportunities. We compare the readability of several marketing research textbooks and professional research papers. In this study, the majority of books are written at an undergraduate level, while the majority of professional papers are written at the graduate level. Results suggest that attention should be given to readability as one variable in the teaching and learning environment to improve student skills upon graduation. |
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| identifier | ISSN: 2158-3595 |
| ispartof | Journal of higher education theory and practice, 2015-06, Vol.15 (3), p.44 |
| issn | 2158-3595 |
| language | eng |
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| source | Education Source |
| subjects | Business communications Consumer behavior Core curriculum Educational Environment High School Students Hypotheses Learning Marketing Readability Formulas Reading Reading comprehension Reading Skills Secondary schools Studies Textbooks |
| title | A Comparison of the Readability of Marketing Research Textbooks and Commercial Marketing Research White Papers |
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