The Allocation of Effort by Marketing Faculty Members: Teaching, Research, Service, and Consulting

Abstract

Much evidence suggests that academicians consider research to be more important than teaching or service. The authors investigate (1) how marketing faculty members allocate their effort among teaching, research, service, and consulting, (2) differences in effort allocation patterns among marketing faculty members in various groups defined by individual and work environment variables, and (3) the relationship between marketing faculty members’ teaching effectiveness and job satisfaction and their effort allocation patterns. They offer specific administrative recommendations to enhance marketing education effectiveness.