This survey identified the needs of professors as they contemplate working with major corporations - providing consulting and executive education.

1. LIFT PhD Survey Report:
The Needs of Marketing Professors
Rob Schade Lance Bettencourt
© LIFT PhD 20151 © LIFT PhD 2015
Rob Schade
Managing Partner
LIFT PhD
919‐617‐1359
Lance Bettencourt
Managing Partner
LIFT PhD
812‐824‐2286

2. About the SurveyAbout the Survey
Objective
 To understand current activity access and interest in doing consulting and executive To understand current activity, access, and interest in doing consulting and executive
education
 To prioritize professor motivations for consulting uncovered from in‐depth telephone
interviews with 15 marketing professors
Survey Administration
 The survey was administered via web in January 2014.
 The survey was sent to a sample list of 468 professors across 36 universities in the United The survey was sent to a sample list of 468 professors across 36 universities in the United
States.
 Completed or nearly completed surveys were received from 166 professors for a response
rate of 35%. These professors came from 35 different universities.
 The professor sample was created as follows:
 A list of universities for ACC, American Athletic Conference, Big 10, Big 12, Colonial, Conference USA, Ivy League,
MAC, Pac12 & SEC was created and every third university in the list was selected.
 A sample list of professors was created by gathering contact information for each marketing professor at each
selected university.
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selected university.

3. Survey SampleSurvey Sample
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N = 166

4. Survey SampleSurvey Sample
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N = 166

5. ACTIVITY ACCESS & INTERESTACTIVITY, ACCESS, & INTEREST
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6. Access to Consulting & Exec EdAccess to Consulting & Exec Ed
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7. Exec Ed Activity & InterestExec Ed Activity & Interest
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8. CONSULTING MOTIVATIONSCONSULTING MOTIVATIONS
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9. Consulting Motivation RatingsConsulting Motivation Ratings
 Please indicate HOW IMPORTANT each of the
f ll i i l b fi f l i ifollowing potential benefits of consulting is to you.
 5‐point scale: 1=Not Important at All; 2=Somewhat Important; 3=Important;
4=Very Important; 5=Extremely Important
 Please indicate HOW SATISFIED you are that each benefit is
being met today based on the consulting opportunities that
are available to you.
 5‐point scale: 1=Not Satisfied at All; 2=Somewhat Satisfied; Satisfied; 4=Very
Satisfied; 5=Extremely Satisfied
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10. Professor Need PrioritiesProfessor Need Priorities
TOP2BOX % RANK
Consulting Motivations IMP SAT OPP IMP SAT OPP
Earning extra income 52 2% 20 9% 43 3% 9 11 1Earning extra income 52.2% 20.9% 43.3% 9 11 1
Gaining potential access to research data 60.3% 22.4% 42.5% 5 9 2
Working on problems tied to my core expertise 67.6% 33.6% 41.8% 1 1 3
Having an impact on practice 54.4% 22.4% 40.3% 8 9 4
Working on interesting problems 64 7% 28 4% 38 1% 2 4 5Working on interesting problems 64.7% 28.4% 38.1% 2 4 5
Staying up‐to‐date on managerial practice 61.0% 26.1% 38.1% 4 6 5
Staying relevant and credible for teaching 62.5% 30.6% 35.8% 3 3 7
Getting good illustrations for teaching and/or writing 55.9% 31.3% 35.8% 6 2 7
W ki ith d i i k t ll k iWorking with decision‐makers at well‐known companies
(Fortune 100, 500, 1000)
40.4% 16.4% 35.1% 12 13 9
Learning and stretching myself 55.1% 27.6% 34.3% 7 5 10
Building a professional network for cases, speakers, etc. 41.9% 24.6% 31.3% 11 7 11
G i id f h 47 8% 24 6% 26 9% 10 7 12Getting ideas for research 47.8% 24.6% 26.9% 10 7 12
Getting a change of pace from other responsibilities 28.7% 20.9% 17.2% 13 11 13
IMP is the top two box percentage for importance ratings. SAT is the top two box percentage for satisfaction ratings.
OPP is the percent of respondents who rated importance two or more points higher than satisfaction for a given need statement. 5‐1, 4‐2, 5‐3, 4‐2, etc.
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11. TOP 5 MOST IMPORTANT CONSULTINGTOP 5 MOST IMPORTANT CONSULTING
MOTIVATIONS OF PROFESSORS
64.70%
67.60%
Working on interesting problems
Working on problems tied to my core expertise
61.00%
62.50%
Staying up-to-date on managerial practice
Staying relevant and credible for teaching
g g p
* 136 k ti f US l P t h i t t b t 5 i t l 1 t i t t t ll
60.30%
56% 58% 60% 62% 64% 66% 68% 70%
Gaining potential access to research data
*n=136 marketing professors; US only; Percent shown is top two box percentage on 5-point scale: 1=not important at all;
2=somewhat important; 3=important; 4=very important; 5=extremely important.
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12. Motivation Comparisons by PositionMotivation Comparisons by Position
IMPORTANCE RANK SATISFACTION RANK
Consulting Motivations Total ASST ASSOC FULL Total ASST ASSOC FULLg
Earning extra income 9 11 7 6 11 10 10 7
Gaining potential access to research data 5 4 6 3 9 3 10 11
Working on problems tied to my core expertise 1 8 1 1 1 1 2 1
Having an impact on practice 8 9 10 3 9 6 7 13
Working on interesting problems 2 6 4 2 4 7 7 1Working on interesting problems 2 6 4 2 4 7 7 1
Staying up‐to‐date on managerial practice 4 1 2 7 6 7 2 7
Staying relevant and credible for teaching 3 1 7 3 3 1 2 4
Getting good illustrations for teaching and/or writing 6 3 4 9 2 3 1 3
Working with decision‐makers at well‐known companies
12 12 13 11 13 12 13 11
(Fortune 100, 500, 1000)
12 12 13 11 13 12 13 11
Learning and stretching myself 7 9 2 7 5 7 5 4
Building a professional network for cases, speakers, etc. 11 4 9 12 7 10 5 7
Getting ideas for research 10 6 10 10 7 3 10 4
Getting a change of pace from other responsibilities 13 13 12 13 11 12 9 7Getting a change of pace from other responsibilities 13 13 12 13 11 12 9 7
ASST = assistant professor
ASSOC = associate professor
FULL = full professor
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13. For More InformationFor More Information
 For questions on the survey: lance@LIFTPhD.com
 For information on LIFT PhD: www.LIFTPhD.com
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