《营销管理》学习指导：Sample questionnaires_Faculty_Survey

1995 MARKETING FACULTY SURVEY We start off with a series of questions on what You think about various marketing courses and student skills/qualifications Q1. Given below is a list of marketing activities. In your opinion, how worthwhile would a course addressing each topic be in helping most marketers to perform their jobs? Please rate each, using the following scale Almost worthless [AWI Slightly Worthwhile Sw Somewhat worth [ow Very worthwhile (CIRCLE ONE NUMBER FOR EACH ACTIVITY ACTIVITY AW Understanding consumer behavior 111 555 Setting strategic marketing plans Manag Managing corporate marketing 2 3 555555 g customer service 3 4

THE DEPARTMENT OF MARKETING AT NMSU APPRECIATES THE TIME AND EFFORT THAT YOU SPENT IN COMPLETING THIS QUESTIONNAIRE. THANK YOU FOR YOUR COOPERATION. Please fold the questionnaire in half along the line below, and use the enclosed sticker to secure it. ,1995 MARKETING FACULTY SURVEY, We start off with a series of questions on what YOU think about various marketing courses and student skills/qualifications. Q 1. Given below is a list of marketing activities. In your opinion, how worthwhile would a course addressing each topic be in helping most marketers to perform their jobs? Please rate each, using the following scale. Worthless [W] .............................................. 1 Almost Worthless [AW] ..................................... 2 Slightly Worthwhile [SW] ............................................. 3 SOmewhat Worthwhile [OW] ............................................. 4 Very Worthwhile [VW] ..................................... 5 (CIRCLE ONE NUMBER FOR EACH ACTIVITY) ACTIVITY W AW SW OW VW Marketing research 1 2 3 4 5 Understanding consumer behavior 1 2 3 4 5 Setting strategic marketing plans 1 2 3 4 5 Designing advertisements 1 2 3 4 5 Managing advertising 1 2 3 4 5 Managing promotion 1 2 3 4 5 Managing corporate marketing efforts 1 2 3 4 5 Setting pricing strategies 1 2 3 4 5 Managing products 1 2 3 4 5 Managing customer service 1 2 3 4 5 FOLD HERE Stamp New Mexico State University Department of Marketing and General Business MARKETING FACULTY SURVEY Box 30001, Dept. 5280 Las Cruces, New Mexico 88003-8001 Tape Here

Worthless Almost worthless [AWI Slightly Worthwhile Sw Somewhat Worthwhile [ow Very Worthwhile (CIRCLE ONE NUMBER FOR EACH ACTIVITY Q1 continued.. ACTIVITY Planning developing new managing public relations Managing physical distribution 3 5 Managing market information 2 3 4 5 Doing quantitative market analysis 3 4 5 Other(speci

Worthless [W] .............................................. 1 Almost Worthless [AW] ..................................... 2 Slightly Worthwhile [SW] ............................................. 3 SOmewhat Worthwhile [OW] ............................................. 4 Very Worthwhile [VW] ..................................... 5 (CIRCLE ONE NUMBER FOR EACH ACTIVITY) Q1 continued..... ACTIVITY W AW SW OW VW Planning & developing new products 1 2 3 4 5 Personal selling 1 2 3 4 5 Managing sales promotions 1 2 3 4 5 Managing public relations 1 2 3 4 5 Managing sales personnel 1 2 3 4 5 Managing physical distribution (logistics) 1 2 3 4 5 Purchasing 1 2 3 4 5 Retailing 1 2 3 4 5 Wholesaling 1 2 3 4 5 Managing industrial products 1 2 3 4 5 Managing international marketing 1 2 3 4 5 Managing market information gathering 1 2 3 4 5 Doing quantitative market analysis (e.g., mathematical modeling) 1 2 3 4 5 Making ethical decisions 1 2 3 4 5 Running small businesses 1 2 3 4 5 Managing non-profit organizations 1 2 3 4 5 Other (specify) 1 2 3 4 5

Q 2. Given below is a list of general skills and qualifications for success. In your opinion, how important is each skill/qualification in helping most marketers to perform their jobs? Please rate each, using the following scale Not at All Important Not So Important Neither Important nor Not Important Somewhat Important [s] Very Important Extremely Important (CIRCLE ONE NUMBER FOR EACH SKILL) Written communication skills Foreign language skills Negotiation skills Networking skills Critical thinking skills 222222222222 3 Planning skills Organizing skills 222 Time management skills

Q 2. Given below is a list of general skills and qualifications for success. In your opinion, how important is each skill/qualification in helping most marketers to perform their jobs? Please rate each, using the following scale. Not at All Important [NAI] .............................................. 1 Not So Important [NSI] ..................................... 2 Neither Important nor Not Important [NIN] ..................................... 3 Somewhat Important [SI] .............................................. 4 Important [I] ................................................ 5 Very Important [VI] .............................................. 6 Extremely Important [EI] ............................................... 7 (CIRCLE ONE NUMBER FOR EACH SKILL) SKILLS/QUALIFICATIONS NAI NSI NIN SI I VI EI Oral communication skills 1 2 3 4 5 6 7 Written communication skills 1 2 3 4 5 6 7 Nonverbal communication skills 1 2 3 4 5 6 7 Foreign language skills 1 2 3 4 5 6 7 Small group skills 1 2 3 4 5 6 7 Negotiation skills 1 2 3 4 5 6 7 Networking skills 1 2 3 4 5 6 7 Etiquette skills 1 2 3 4 5 6 7 Problem solving skills 1 2 3 4 5 6 7 Critical thinking skills 1 2 3 4 5 6 7 Qualitative thinking skills 1 2 3 4 5 6 7 Decision making skills 1 2 3 4 5 6 7 Leadership skills 1 2 3 4 5 6 7 Planning skills 1 2 3 4 5 6 7 Organizing skills 1 2 3 4 5 6 7 Time management skills 1 2 3 4 5 6 7 Analytical skills 1 2 3 4 5 6 7

Not at山 mportant Not So Important Neither Important nor Not Important Important [ Very Important 234567 (CIRCLE ONE NUMBER FOR EACH SKILL) Q2 continued NAI SKILLS/QUALIFICATIONS Manufacturing/production skills Cross-functional competence 2222222222222222 55555 66666 7 ability to articulate goals ability to work well with others Acceptable Creative

Not at All Important [NAI] .............................................. 1 Not So Important [NSI] ..................................... 2 Neither Important nor Not Important [NIN] ..................................... 3 Somewhat Important [SI] .............................................. 4 Important [I] ................................................ 5 Very Important [VI] .............................................. 6 Extremely Important [EI] ............................................... 7 (CIRCLE ONE NUMBER FOR EACH SKILL) Q2 continued..... SKILLS/QUALIFICATIONS NAI NSI NIN SI I VI EI Information gathering skills 1 2 3 4 5 6 7 Quantitative skills 1 2 3 4 5 6 7 Computer skills 1 2 3 4 5 6 7 Marketing skills 1 2 3 4 5 6 7 Manufacturing/production skills 1 2 3 4 5 6 7 Cross-functional competence 1 2 3 4 5 6 7 Cross-cultural competence 1 2 3 4 5 6 7 Ability to articulate goals 1 2 3 4 5 6 7 Ability to work well with others 1 2 3 4 5 6 7 Acceptable appearance 1 2 3 4 5 6 7 Ambitious 1 2 3 4 5 6 7 Assertive 1 2 3 4 5 6 7 Creative 1 2 3 4 5 6 7 Entrepreneurially oriented 1 2 3 4 5 6 7 Enthusiastic/motivated 1 2 3 4 5 6 7 Has realistic expectations 1 2 3 4 5 6 7 Has related work experience 1 2 3 4 5 6 7 Internationally oriented 1 2 3 4 5 6 7 Intuitive 1 2 3 4 5 6 7

Not at山 mportant Not So Important Neither Important nor Not Important Important [ Very Important 234567 (CIRCLE ONE NUMBER FOR EACH SKILL) Q2 continued SKILLS/QUALIFICATIONS Highly ethical 222 Member of professional grou 33333 444 555 Poised 666666 Recognizes own limitations Strong personal initiative Strong work ethic 2222222222222 Tolerant of ambigui 3333 4444444 555

Not at All Important [NAI] .............................................. 1 Not So Important [NSI] ..................................... 2 Neither Important nor Not Important [NIN] ..................................... 3 Somewhat Important [SI] .............................................. 4 Important [I] ................................................ 5 Very Important [VI] .............................................. 6 Extremely Important [EI] ............................................... 7 (CIRCLE ONE NUMBER FOR EACH SKILL) Q2 continued..... SKILLS/QUALIFICATIONS NAI NSI NIN SI I VI EI Highly ethical 1 2 3 4 5 6 7 Listens well 1 2 3 4 5 6 7 Loyal 1 2 3 4 5 6 7 Mature 1 2 3 4 5 6 7 Member of professional group 1 2 3 4 5 6 7 Outgoing 1 2 3 4 5 6 7 Patient 1 2 3 4 5 6 7 Poised 1 2 3 4 5 6 7 Punctual 1 2 3 4 5 6 7 Recognizes own limitations 1 2 3 4 5 6 7 Self confident 1 2 3 4 5 6 7 Self disciplined 1 2 3 4 5 6 7 Strong personal initiative 1 2 3 4 5 6 7 Strong work ethic 1 2 3 4 5 6 7 Tolerant of ambiguity 1 2 3 4 5 6 7 Willing to relocate 1 2 3 4 5 6 7 Willing to take risks 1 2 3 4 5 6 7

Q 3. Given below is a list of computer skills. In your opinion, how important is each skill in helping most marketers to perform their jobs? Please rate each, using the following scale Not at All Important NA].1 Important Yery Important Neither Important nor Not Important S/. [ NIN3 Extremely Important Somewhat Important (CIRCLE ONE NUMBER FOR EACH SKILL) COMPUTER SKILLS NAI NSI NIN SI Use Word Processor v66 Use Apple Operating System 日777 Use windows o Use dos(Operat Search Internet. w.ef Use Computer Generated Graphics 1234567 Communicate On-Line with Other Computer Users(e.g e-mail 333 Retrieve Files from and send Files to remote Computers ntegrated Use of Word Processor, Database Make Database Use Computer Generated"What If Scenarios 12|。·7 ccP 口H 777

Q 3. Given below is a list of computer skills. In your opinion, how important is each skill in helping most marketers to perform their jobs? Please rate each, using the following scale. Not at All Important [NAI] ........ 1 Important [I] ........ 5 Not So Important [NSI] 2 Very Important [VI] ....... 6 Neither Important nor Not Important [NIN] 3 Extremely Important [EI] ....... 7 Somewhat Important [SI] ......... 4 (CIRCLE ONE NUMBER FOR EACH SKILL) COMPUTER SKILLS NAI NSI NIN SI I VI EI Use Word Processor 1 2 3 4 5 6 7 Use Apple Operating System 1 2 3 4 5 6 7 Use Windows Operating System 1 2 3 4 5 6 7 Use DOS (Operating system) 1 2 3 4 5 6 7 Use Mainframe/Mini Computer 1 2 3 4 5 6 7 Search Internet, WWW, etc. 1 2 3 4 5 6 7 Use Computer Generated Graphics 1 2 3 4 5 6 7 Use Computer Spreadsheets 1 2 3 4 5 6 7 Communicate On-Line with Other Computer Users (e.g., e-mail) 1 2 3 4 5 6 7 Retrieve Files from and Send Files to Remote Computers 1 2 3 4 5 6 7 Integrated Use of Word Processor, Database, Spreadsheet, and Graphics, Software 1 2 3 4 5 6 7 Make Database Queries 1 2 3 4 5 6 7 Use Computer Generated “What If” Scenarios (i.e., forecasting) 1 2 3 4 5 6 7 Computer-Assisted Decision Making 1 2 3 4 5 6 7 Computer-Assisted Statistical Analysis 1 2 3 4 5 6 7 Programming 1 2 3 4 5 6 7

Next we would like to ask you several questions about various aspects of your institution publishing activities, and possible concerns that you might have Q 4. What is your University's Zip Code? J(NSERT ZIP CODE) Q 5. What is the current enrollment in your College of Business? J(INSERT NUMBER Q 6. Is your College of Business AACSB accredited? If so, at what level is it accredited? J Undergraduate J No(If"No, skip to Q 7.) J Masters (CHECK BOX (CHECK BOX [Ph D Q7. Given below is a list of several university constituencies. Within the last ten years, how many times did your institution formally assess(e.g. mail/phone survey) the following constituencies (CHECK ONE BOX FOR EACH CONSTITUENCY NUMBER 0123-56-1010+Don't CONSTITUENCIES Current Marketing Students (Excluding Grade-Related Other Current Students(Excluding Grade-Related Assessments) ndustry

Next we would like to ask you several questions about various aspects of your institution, publishing activities, and possible concerns that you might have. Q 4. What is your University's Zip Code? [ ] (INSERT ZIP CODE) Q 5. What is the current enrollment in your College of Business? [ ] (INSERT NUMBER) Q 6. Is your College of Business AACSB accredited? If so, at what level is it accredited? [ ] Yes [ ] Undergraduate [ ] No (If “No,” skip to Q 7.) [ ] Masters (CHECK BOX) (CHECK BOX) [ ] Ph.D. Q 7. Given below is a list of several university constituencies. Within the last ten years, how many times did your institution formally assess (e.g. mail/phone survey) the following constituencies? (CHECK ONE BOX FOR EACH CONSTITUENCY) NUMBER CONSTITUENCIES 0 1 2 3-5 6-10 10+ Don’t Know Current Marketing Students (Excluding Grade-Related Assessments) Other Current Students (Excluding Grade-Related Assessments) Marketing Alumni Local Community Industry Government

Q 8. Here is a list of statements about marketing journals. How strongly do you agree or disagree with each statement? Please use the scale below to assess each statement Strongly Agree SOmewhat Disagree [OD] Generally Agree Generally Disagree SOmewhat Agree oA3 Strongly Disagree Neither Agree INAD] 4 (CIRCLE ONE NUMBER FOR EACH STATEMENT) IN GENERAL SA GA OA NA ODGDSD Marketing journals effectively disseminate marketing knowledge to academicians Marketing journals effectively disseminate marketing knowledge to practitioners Marketing journals effectively disseminate 3 marketing knowledge to students Journal articles are too hard for academicians 3 5 Journal articles are too hard for practitioners 3 6 journal articles are too hard for students to Journal articles are too dry 3 555 6 Journal articles are too mathematical Journal articles are too theoretical Journal articles take too much time to read 22222 3 3 3 6 Journals should contain more articles by 3 777777777777 practitioners Journals should focus on creating knowledge 123 for the sake of increasing knowledge ore practitioners should serve on editoria

Q 8. Here is a list of statements about marketing journals. How strongly do you agree or disagree with each statement? Please use the scale below to assess each statement. Strongly Agree [SA] ........ 1 SOmewhat Disagree [OD] ...... 5 Generally Agree [GA] 2 Generally Disagree [GD]6 SOmewhat Agree [OA] 3 Strongly Disagree [SD]7 Neither Agree nor Disagree [NAD] 4 (CIRCLE ONE NUMBER FOR EACH STATEMENT) IN GENERAL . . . SA GA OA NA D OD GD SD Marketing journals effectively disseminate marketing knowledge to academicians 1 2 3 4 5 6 7 Marketing journals effectively disseminate marketing knowledge to practitioners 1 2 3 4 5 6 7 Marketing journals effectively disseminate marketing knowledge to students 1 2 3 4 5 6 7 Journal articles are too hard for academicians to read 1 2 3 4 5 6 7 Journal articles are too hard for practitioners to read 1 2 3 4 5 6 7 Journal articles are too hard for students to read 1 2 3 4 5 6 7 Journal articles are too dry 1 2 3 4 5 6 7 Journal articles are too mathematical 1 2 3 4 5 6 7 Journal articles are too theoretical 1 2 3 4 5 6 7 Journal articles take too much time to read 1 2 3 4 5 6 7 Journals should contain more articles by practitioners 1 2 3 4 5 6 7 Journals should focus on creating knowledge for the sake of increasing knowledge 1 2 3 4 5 6 7 More practitioners should serve on editorial review boards and as ad hoc reviewers 1 2 3 4 5 6 7

strongly Agree SA] Generally Agree GA] 2 Somewhat Disagree Io.GDp Generally Disagree sOmewhat Agree oA]3 strongly Disagree [SDF Neither Agree nor Disagree NAD] 4 CIRCLE ONE NUMBER FOR EACH STATEMENT Q8 continued.. IN GENERAL SA GA OA NA OD SD Reading journal articles should be a high 2|3 5 7 Reading journal articles should be a high priority among students 2|°67 The journal review process discourages “° The journal review process discourages controversial articles The journal review process discourages articles 123456 7 contrary to the prevailing wisdom The journal review process is too burdensome 12 56 7 on authors The journal review process is too burdensome on reviewers Q 9. How many of your manuscripts have been accepted for publication in the following outlets? PUBLICATIONS NUMBE JMR, JM, JCR, HBR, Marketing Science, Management Science, Journal of JAMS, JBR, JA, JAR, JPPM, JR, IJRM, JCP, Marketing Letters, Journal of Health Care Marketing JME, Marketing Education Review Other scholarly journals(Specify)

Strongly Agree [SA] ........ 1 SOmewhat Disagree [OD] ...... 5 Generally Agree [GA] 2 Generally Disagree [GD]6 SOmewhat Agree [OA] 3 Strongly Disagree [SD]7 Neither Agree nor Disagree [NAD] 4 (CIRCLE ONE NUMBER FOR EACH STATEMENT) Q8 continued..... IN GENERAL . . . SA GA OA NA D OD GD SD Reading journal articles should be a high priority among practitioners 1 2 3 4 5 6 7 Reading journal articles should be a high priority among students 1 2 3 4 5 6 7 The journal review process discourages breakthrough articles 1 2 3 4 5 6 7 The journal review process discourages controversial articles 1 2 3 4 5 6 7 The journal review process discourages articles contrary to the prevailing wisdom 1 2 3 4 5 6 7 The journal review process is too burdensome on authors 1 2 3 4 5 6 7 The journal review process is too burdensome on reviewers 1 2 3 4 5 6 7 Q 9. How many of your manuscripts have been accepted for publication in the following outlets? PUBLICATIONS NUMBE R JMR, JM, JCR, HBR, Marketing Science, Management Science, Journal of Business (Chicago) JAMS, JBR, JA, JAR, JPPM, JR, IJRM, JCP, Marketing Letters, Journal of Health Care Marketing JME, Marketing Education Review Other scholarly journals (Specify)

Q10. Here is a list of possible concerns. How important is each concern TO YOU in the next five years? Please use the scale below to rate each concern Not at All Important Not So Important Neither Important nor Not Important Somewhat Important sI Important Very Important Extremely Important (CIRCLE ONE NUMBER FOR EACH CONCERN) POSSIBLE CONCERN NSININ Access to co-authors 5 Access to library materials 4 5 Access to research assistants 2222 3333 4 5 66666 日7777 Access to technology(for 5 research Access to technology( for 5 teaching Annual raises for faculty 111111 Assessment of faculty productivity 444 555 666 777 Assessment of instructional Availability of summer teaching 22222 release time for faculty Changing requirements for tenure Conflict between students' jobs and studies Declining student interest in 111111 333333 2222 7 marketing 55 Decreasing financial aid for 6 7 students

Q10. Here is a list of possible concerns. How important is each concern TO YOU in the next five years? Please use the scale below to rate each concern. Not at All Important [NAI] .............................................. 1 Not So Important [NSI] ...................................... 2 Neither Important nor Not Important [NIN] ...................................... 3 Somewhat Important [SI] ............................................... 4 Important [I] ................................................ 5 Very Important [VI] ............................................... 6 Extremely Important [EI] ............................................... 7 (CIRCLE ONE NUMBER FOR EACH CONCERN) POSSIBLE CONCERN NAI NSI NIN SI I VI EI Access to co-authors 1 2 3 4 5 6 7 Access to library materials 1 2 3 4 5 6 7 Access to research assistants 1 2 3 4 5 6 7 Access to technology (for research) 1 2 3 4 5 6 7 Access to technology (for teaching) 1 2 3 4 5 6 7 Annual raises for faculty 1 2 3 4 5 6 7 Assessment of faculty productivity 1 2 3 4 5 6 7 Assessment of instructional programs 1 2 3 4 5 6 7 Availability of summer teaching 1 2 3 4 5 6 7 Availability of sabbaticals and release time for faculty 1 2 3 4 5 6 7 Changing requirements for tenure 1 2 3 4 5 6 7 Conflict between students’ jobs and studies 1 2 3 4 5 6 7 Declining student interest in marketing 1 2 3 4 5 6 7 Decreasing financial aid for students 1 2 3 4 5 6 7