A discriminant analysis of the managers perceptions of the value of marketing research and its effect on business performance

Abstract

Although several studies have suggested that one of the fundamental reasons for the underutilization of marketing research among businesses is their negative perceptions of the potential benefits offered by marketing research, little or no research has examined whether managers perception of the value of marketing research will affect the level of business performance. This paper utilized discriminant analysis to determine whether a set of perceptions concerning the value of marketing research will differentiate organizations with a high level of business performance from organizations with a low level of business performance. The study also identified the perceptions that contributed the most to the discrimination.