Entry-Level Marketing Research Recruits: What do Recruiters Need?

Abstract

The marketing research industry offers numerous entry-level positions to marketing majors. However, because of poor and inappropriate choice of courses and inadequate internship experiences, recruiters find the graduating student ill-equipped to fill marketing research positions. This article reports a survey of research suppliers, advertising agencies, and other organizations that conduct marketing research. The findings provide useful information to academic and career advisors on college campuses who are in a position to counsel students in their pursuit of careers in marketing research.