The Academy and the Agency: The Integration of the Research Industry and the Academic Discipline


The marketing research industry has a lack of affiliation with its academic counterpart. There is not a clear, solid, or long-term working relationship between the two, as the marketing research industry draws much of its support and professionals from the social sciences, rather than the business discipline. Due to this situation, both the marketing research agencies and the academic disciplines have followed divergent, but parallel paths for the development and evolution of the industry. This lack of a liaison has resulted in a series of missed opportunities as both the marketing research industry and the academic business discipline tend not to communicate or possess a solid on-going platform for dialogue and engagement.

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