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Essay / Research Paper Abstract
This 3 page paper looks at the way in which there is a perceived gap between academic research and the practice of marketing. The author argues that despite a gap are being present, it is one that is made up more perceptions and created social constructs rather than a reality in terms of separation of the disciplines. The bibliography cites 1source.
Page Count:
3 pages (~225 words per page)
File: TS65_TEacademiapratm.doc
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Unformatted sample text from the term paper:
pressured to produce four star reports that are published in peer review journals, with results held back until the full peer review process is complete. On the other hand practitioners
are eager for research results that can be used and applied in a practical manner. In the practice world there is also research undertaken, however as it is not destined
for the pages of a peer reviewed journal the there will be different processes that allow the researcher to access and use results more rapidly. The research may be at
a different level, for example, getting consumers to assess two products to determine which they prefer or to assess the potential effectiveness of a planned marketing campaign. While the research
in academia will be applicable to a general environment, not usually focused in a specific firm, but the research undertaken by practitioners may be general or specific to a firm,
brand or product and include commercially sensitive data, the two may be able to indicate the way that the gap between research and practice may be reduced. The research
undertaken in the practical environment requires many of the same characteristics as that undertaken in the academic environment; the results that are gathered need to be reliable and reflective of
the population that are being researched. If the practitioners were not able to achieve this, it is likely they would not stay in business long, as it would directly impact
on their business. Therefore there are commonalities between the two approaches, as research is needed for both. One may also argue that whatever research is undertaken by academia, merely by
being within the marketing discipline it is likely to have some practical applications. The entre subject of marketing revolves around the many issues associated with the entire marketing process, where
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