Do Marketers’ Attitudes and Behaviors Differ from those Reported by the Carnegie Study?

A 1987 Carnegie Foundation report stated that U. S. education was in need of reform. Specifically, college faculty members were troubled about their current status, future prospects, and the increasing emphasis on research. However, business professors were underrepresented in the Carnegie study. This study examines 333 marketers’ responses to the Carnegie questionnaire. Marketers reported a higher involvement in research and a larger number of publications. Also, marketers’ attitudes about the future and their influence on departmental and institutional matters were significantly different. Therefore, it appears that generalizing the Carnegie findings to marketers’ behaviors and attitudes may be questionable.