Market research effectiveness and strategy : the buyer's perspective

Bednall, David and Valos, Michael 2005, Market research effectiveness and strategy : the buyer's perspective, in Marketing : Building Business, Shaping Society. Proceedings of the 2005 Academy of Marketing Conference, Westburn Publishers, Helensburgh, Scotland, pp. 1-12.

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Title Market research effectiveness and strategy : the buyer's perspective
Author(s) Bednall, David
Valos, Michael
Conference name Academy of Marketing Conference (2005 : Dublin, Ireland)
Conference location Dublin, Ireland
Conference dates 5-7 Jul. 2005
Title of proceedings Marketing : Building Business, Shaping Society. Proceedings of the 2005 Academy of Marketing Conference
Editor(s) Ghallachoir, Kate
Publication date 2005
Conference series Academy of Marketing Conference
Start page 1
End page 12
Total pages 12 p.
Publisher Westburn Publishers
Place of publication Helensburgh, Scotland
Summary The study proposed that broad firm strategies should be related to the implementation and perceived performance of the market research function within the firm. The study involved a sample survey of market research buyers who evaluated their most recent market research project. It was found that specialist "market research" or "insights" managers believed market research to be more effective and to provide greater value than did buyers more generalist roles. It was found that the Prospector strategy firms were the most likely strategic group to rate their market research as effective. No relationships were found between the action-orientation or knowledge enhancing dimensions of the market research USER scale and business strategies, suggesting these dimensions aid all strategy types.
Notes AM2005
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, Westburn Publishers
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005585

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