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ERIC Number: EJ997397
Record Type: Journal
Publication Date: 2013-Apr
Pages: 13
Abstractor: As Provided
ISSN: ISSN-0273-4753
Affinity for Quantitative Tools: Undergraduate Marketing Students Moving beyond Quantitative Anxiety
Tarasi, Crina O.; Wilson, J. Holton; Puri, Cheenu; Divine, Richard L.
Journal of Marketing Education, v35 n1 p41-53 Apr 2013
Marketing students are known as less likely to have an affinity for the quantitative aspects of the marketing discipline. In this article, we study the reasons why this might be true and develop a parsimonious 20-item scale for measuring quantitative affinity in undergraduate marketing students. The scale was administered to a sample of business majors at a midsized university. The scale developed yielded a four-factor solution: Confidence, Enjoyment, Marketability, and Importance. Using multivariate analysis of variance, we test whether there are significant differences in quantitative affinity by gender, major, internship completion, class standing, and class completion. The findings suggest that marketing majors are less likely to enjoy the quantitative aspect of their major, but on completing a marketing research course their appreciation for the importance of quantitative tools increases. Internship completion has no effect on the undergraduate marketing students' quantitative affinity. Our study complements extant literature by providing a parsimonious scale for assessing quantitative affinity specially adapted to the marketing students and analyzing the characteristics associated with students' scores. Suggested teaching strategies, based on the findings, are included. (Contains 2 tables and 1 figure.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A