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Marketing research and its value: the experience of Australian organisations

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journal contribution
posted on 2004-01-01, 00:00 authored by M Pont, S Berry, Stewart Adam, Robin Shaw
There is a continuing need for organisations to identify the returns obtained from marketing research, such as direct knowledge acquisition or the indirect results of decisions made using this information (e.g., financial returns). This paper reports on a study based on a conceptual model proposed by earlier researchers that explored knowledge acquisition derived from marketing research, together with its dissemination and utilisation. An adequate fit for the model was found using primary data from a sample of decision-makers in Australian organisation. The findings of this empirical study show an association between marketing research, knowledge utilisation, and the performance of the organisations sampled.

History

Journal

Australasian journal of market research

Volume

12

Pagination

9 - 21

Location

North Sydney, N.S.W.

Open access

  • Yes

ISSN

1325-4634

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2004, Market Research Society of Australia

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