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Marketing research and its value: the experience of Australian organisations

Pont, Marcin, Berry, Simon, Adam, Stewart and Shaw, Robin 2004, Marketing research and its value: the experience of Australian organisations, Australasian journal of market research, vol. 12, no. 1, pp. 9-21.

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Title Marketing research and its value: the experience of Australian organisations
Author(s) Pont, Marcin
Berry, Simon
Adam, Stewart
Shaw, Robin
Journal name Australasian journal of market research
Volume number 12
Issue number 1
Start page 9
End page 21
Publisher Australian Market & Social Research Society
Place of publication North Sydney, N.S.W.
Publication date 2004
ISSN 1325-4634
Summary There is a continuing need for organisations to identify the returns obtained from marketing research, such as direct knowledge acquisition or the indirect results of decisions made using this information (e.g., financial returns). This paper reports on a study based on a conceptual model proposed by earlier researchers that explored knowledge acquisition derived from marketing research, together with its dissemination and utilisation. An adequate fit for the model was found using primary data from a sample of decision-makers in Australian organisation. The findings of this empirical study show an association between marketing research, knowledge utilisation, and the performance of the organisations sampled.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2004, Market Research Society of Australia
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002591

Document type: Journal Article
Collections: Deakin Graduate School of Business
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