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- Title
OPPORTUNITIES IN MARKETING RESEARCH .
- Authors
Dirksen, Charles J.; Forman, Lewis W.
- Abstract
The article discusses employment opportunities for research in marketing. The author received filled out questionnaires from 176 people involved in marketing research, advertising agencies, manufacturers of consumer and industrial goods, and publishing and radio companies. About 99 percent of the companies that responded said they were involved in marketing research of some kind, while 95 percent stated having some kind of separate research department. The survey also indicated that opportunities for recently graduated college students have a very good chance of being hired. Salaries reported were moderate, but a large difference was reported between male and female employees. Many of the firms view a market research position as training for executive posts.
- Subjects
UNITED States; MARKETING research; INDUSTRIAL surveys; AMERICAN business enterprises; RESPONSE rates; EMPLOYMENT of college graduates; MARKETING strategy; QUESTIONNAIRES; MARKETING personnel; COLLEGE graduates' wages
- Publication
Journal of Marketing, 1948, Vol 13, Issue 1, p37
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1247480