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Management of the market research function in client firms

Bednall, David, Valos, Michael and Callaghan, Bill 2004, Management of the market research function in client firms, in 2004 AMA Educators' proceedings: enhancing knowledge development in marketing, [American Marketing Association], [Boston, Mass.], pp. 185-193.

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Title Management of the market research function in client firms
Author(s) Bednall, David
Valos, Michael
Callaghan, Bill
Conference name American Marketing Association. Conference (2004: Boston, Mass.)
Conference location Boston, Mass.
Conference dates 6-9 Aug. 2004
Title of proceedings 2004 AMA Educators' proceedings: enhancing knowledge development in marketing
Editor(s) Bernhardt, Ken
Publication date 2004
Start page 185
End page 193
Publisher [American Marketing Association]
Place of publication [Boston, Mass.]
Summary Companies vary in the way they structure their market research function. This was hypothesized to affect the perceived value of their research. A survey of 241 marketing managers in major Australian firms showed that structure positively affected the perceived value of market research information while bolstering the internal client’s position.
Notes Reproduced with the specific permission of the copyright owner.
ISSN 0888-1839
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005330

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