Marketing Educator Internet Adoption in 1998 versus 2000: Significant Progress and Remaining Obstacles

Abstract

Two separate surveys were conducted over a 2-year period to gauge how marketing educators’ use of the Internet changed between 1998 and 2000. Respondents were found to have made significant strides in their adoption of electronic technology and appeared satisfied with their efforts. While most were not expected by their institutions to have Web sites, many did so out of personal motivation. Both those with and without administrative duties see the same significant obstacles to increased adoption: time to learn, execute, and maintain faculty Web sites. Despite the use of Marketing Educators’ Association members as the sample frame, study findings provide an excellent benchmark on which individual marketing faculty and administrators can gauge their own efforts and design future plans.