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Market research effectiveness : the effects of organisational structure, resource allocation and strategic type

Valos, Michael J and Bednall, David H. B. 2005, Market research effectiveness : the effects of organisational structure, resource allocation and strategic type, Australasian journal of market & social research, vol. 13, no. 2, pp. 11-27.

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Title Market research effectiveness : the effects of organisational structure, resource allocation and strategic type
Author(s) Valos, Michael J
Bednall, David H. B.
Journal name Australasian journal of market & social research
Volume number 13
Issue number 2
Start page 11
End page 27
Publisher Australian Market & Social Research Society
Place of publication Glebe, N.S.W.
Publication date 2005-12
ISSN 1832-7362
Summary According to the marketing literature and marketing textbooks, market research is required for successful marketing. However organisations differ in the way they both manage and resource their market research. This study hypothesised that market research effectiveness would be a function of internal research buying expertise, resource allocation and strategy. The research was conducted among a sample of 240 Australian marketing managers. Market research effectiveness was measured in terms of a) decision making support, b) contribution to marketing strategy, c) leveraging customer and competitor data, d) its ability to represent the "voice of the customer" and finally, e) bolstering the role of the marketing group and marketing manager within the organisation. The findings showed that having dedicated internal market researchers and allocating internal and external resources to the research function enhanced market research effectiveness. It was also found that organisations with an entrepreneurial strategic orientation were more likely to see value in the market research function, with these organisations being less likely to use market research for internal political purposes.
Notes Reproduced with the specific 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
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003300

Document type: Journal Article
Collections: School of Management and Marketing
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