Management of the market research function in client firms
conference contributionposted on 2004-01-01, 00:00 authored by David BednallDavid Bednall, Michael ValosMichael Valos, B Callaghan
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.