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Developing and testing a model of knowledge utilisation through marketing research

Berry, Simon, Pont, Marcin, Adam, Stewart and Shaw, Robin 2002, Developing and testing a model of knowledge utilisation through marketing research, in ANZMAC 2002 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2002, ANZMAC, Geelong, Vic., pp. 3361-3367.

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Title Developing and testing a model of knowledge utilisation through marketing research
Author(s) Berry, Simon
Pont, Marcin
Adam, Stewart
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy Conference (2002 : Geelong, Victoria)
Conference location Geelong, Victoria
Conference dates 2-4 December 2002
Title of proceedings ANZMAC 2002 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2002
Editor(s) Shaw, R.
Adam, S.
McDonald, H.
Publication date 2002
Start page 3361
End page 3367
Publisher ANZMAC
Place of publication Geelong, Vic.
Summary Little research has examined the return on marketing research, be that financial or knowledge acquisition. Furthermore, there has been insufficient research into the factors affecting the conduct of marketing research. This paper investigates and reports on a conceptual model proposed by Yaman (2000), which explores knowledge acquisition, dissemination, and utilisation through marketing research. The study specifically explores and attempts to replicate the model’s conceptual structure. The data were collected electronically via emails and an HTML web-form questionnaire, with a sample of 182 being obtained. Using structural equation modelling, the results obtained indicated an adequate fit for a modified Yaman model to the data from this particular sample.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 0730025624
9780730025627
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002 ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004793

Document type: Conference Paper
Collections: School of Management and Marketing
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