Marketing information sources and the performance of Australian businesses
conference contributionposted on 2006-01-01, 00:00 authored by Mehdi Taghian, Robin Shaw
This study investigated the various sources of information used by business organisations and their association with business performance indicators. The results showed that larger Australian companies predominantly used various internal and external secondary data sources of information, followed by formal primary marketing research. The study indicated an association between market share and the use of competitors, advertising agencies, and sales promotion agencies as sources of information, while overall financial performance was associated with the use of competitors and media/trade publications.