Customer analytics managers' views about market research

Bednall, David, Lichtenstein, Sharman and Adam, Stewart 2009, Customer analytics managers' views about market research [data collection], Study of the relationships between market research and customer analytics.

Attached Files
Name Description MIMEType Size Downloads

Field of Research 150505 Marketing Research Methodology
080612 Interorganisational Information Systems and Web Services
Socio Economic Objective 910403 Marketing
Name of data collection Customer analytics managers' views about market research
Creator(s) Bednall, DavidORCID iD for Bednall, David
Lichtenstein, Sharman
Adam, Stewart
Date completed 2009
Material type spss
ANDS collection type dataset
Collection start date 2009-06
Collection end date 2009-07
Project name Study of the relationships between market research and customer analytics
Description of resource 43500KB, 435 questionnaires, 286 responses
Software required AMOS
Keyword(s) market research
customer analytics
United States
business intelligence
customer information
customer relationship management
Language eng
Summary Data based on survey responses from online questionaire directed at Customer Analytics managers in the United States. Respondents recruited were mainly in CRM, customer data warehouse or CA roles.

Success was measured on several items asking respondents to compare the success of their organisation with others in their industry on measures such as profitability and new product development. Items about the integration of MR and CA were included. These talked about effectively combining CA and MR for the purpose of identifying new markets and new segments as well as reducing churn.

General notes The data is newly generated data, created through compilation of data from online questionnaire. The database, recruitment and hosting of the survey was organized by Insightrix, a Canadian based market research firm.
Contact details (email)
Contact details (physical) School of Management and Marketing, Deakin University, 221 Burwood Highway, Burwood, Victoria 3125, Australia
Copyright notice ©2009, Deakin University
Access conditions Restricted to research group until research papers based on the data are published. The data will be made available to others on request after publication. Enquiries should be addressed via email to David Bednall.
Related work DU:30022734
Persistent URL

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Created: Tue, 30 Aug 2011, 10:16:29 EST by Sarah Sherman

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