Australian business organizations' perceptions of the value of formal marketing research: a comparative study of firms with high versus low levels of business performance
Ogunmokun, Gabriel, McPhail, Janelle, and Chin, Iris (2003) Australian business organizations' perceptions of the value of formal marketing research: a comparative study of firms with high versus low levels of business performance. Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2003. Australian and New Zealand Marketing Academy (ANZMAC) Conference 2003 , 1-3 December 2003, Adelaide, SA, Australia , pp. 1617-1624.
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Despite the widely acknowledged importance of marketing research as an essential organizational activity, very little is known about how Australian managers perceive the value of marketing research. Although overseas studies have suggested that one of the fundamental reasons for the underutilization of marketing research among business managers is their negative perceptions of the potential benefits offered by marketing research, little or no research has examined whether there are significant differences in the ways organizations with a high level of business performance versus organizations with a low level of business performance perceive the value of marketing research. This paper reports the findings of a study that was designed to identify whether a positive perception towards the value of marketing research is related to a firm’s level of business performance.
|Item Type:||Conference Item (Refereed Research Paper - E1)|
|Keywords:||marketing research; business performance; discriminant analysis|
|FoR Codes:||15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%|
|SEO Codes:||91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%|
|Deposited On:||09 Mar 2010 11:02|
|Last Modified:||12 Feb 2011 03:21|
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