An Empirical Examination of the Three Dichotomies of Marketing Academe Model.

Saved in:

Bibliographic Details
Title:	An Empirical Examination of the Three Dichotomies of Marketing Academe Model.
Authors:	Honeycutt, Earl D.¹ ehoneycutt@elon.edu, Ford, John B.² jbford@odu.edu, Thelen, Shawn T.³ mktstt@hofstra.edu
Source:	Marketing Education Review. Summer2010, Vol. 20 Issue 2, p131-142. 12p. 7 Charts.
Subject Terms:	College teachers, Business schools, Marketing education, Research, *Teaching, Internet surveys, Response rates
Abstract:	This paper proposes a three dichotomies model that encompasses the performance of marketing faculty members in the areas of teaching, research, and service. First, each area is discussed in regard to marketing faculty member performance. Second, employing acceptable/unacceptable performance levels for teaching, research, and service, a 2 × 2 × 2 matrix of eight cells is proposed. One hundred nine chairs, a 24 percent sample response rate, completed a Web survey that addressed four research questions. Chairs rated 930 marketing faculty as being 87 percent effective teachers, 66 percent productive researchers, and 71 percent involved service providers. Forty-seven percent of total faculty performed satisfactorily in all three performance areas. Study results confirmed different performance levels based on institutional mission (teaching, research, or balanced institution), public/private financing, and union/nonunion organizational status. These findings provide insight for marketing faculty members and offer managerial implications for business school/college administrators. [ABSTRACT FROM AUTHOR]
	Copyright of Marketing Education Review is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database:	Education Research Complete

Description
Abstract:	This paper proposes a three dichotomies model that encompasses the performance of marketing faculty members in the areas of teaching, research, and service. First, each area is discussed in regard to marketing faculty member performance. Second, employing acceptable/unacceptable performance levels for teaching, research, and service, a 2 × 2 × 2 matrix of eight cells is proposed. One hundred nine chairs, a 24 percent sample response rate, completed a Web survey that addressed four research questions. Chairs rated 930 marketing faculty as being 87 percent effective teachers, 66 percent productive researchers, and 71 percent involved service providers. Forty-seven percent of total faculty performed satisfactorily in all three performance areas. Study results confirmed different performance levels based on institutional mission (teaching, research, or balanced institution), public/private financing, and union/nonunion organizational status. These findings provide insight for marketing faculty members and offer managerial implications for business school/college administrators. [ABSTRACT FROM AUTHOR]
ISSN:	10528008
DOI:	10.2753/MER1052-8008200204