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Practice Makes Perfect
By: Dwayne W. Waite Jr.
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A few posts ago, we said that we would look at the academic and professional sides of the marketing industry. Our first post detailed our appreciation for the academics of the industry. 

This post is to showcase why our industry folks believe that their side is the best.

We experienced firsthand the difference between our schooling and agency life rather quickly. One of our first projects involved designing a survey for several clients. Of course, with this being our first project, and our love of market research, we pulled out all stops. 

Of course, our directors had questions.

We used methods to eliminate halo effects and biases, and made the survey difficult to the point that it forced participants to read the questions.

Our directors asked why the survey was so difficult. We explained, and our bosses let us keep it, but made us explain the methodology.

And there it was. Practice versus theory. 

Practice allows you to see how elementary some marketing problems are, and how perplexing other problems may be. Not all issues require extensive education, and yet some problems require the seasoned eye of a professional.

Working in the industry lets one see how some theories just cannot work. It also lets one be able to think on one's feet and be creative to solve problems. 

Being in the industry is a lot of fun. And one can grow into it. 

Is there a right side? We guess it would depend on where you'd fall.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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