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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2004 AMA Educators' proceedings: enhancing knowledge development in marketing
[American Marketing Association]
Place of publication
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.
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