According to the marketing literature and marketing textbooks, market research is required for successful marketing. However organisations differ in the way they both manage and resource their market research. This study hypothesised that market research effectiveness would be a function of internal research buying expertise, resource allocation and strategy. The research was conducted among a sample of 240 Australian marketing managers. Market research effectiveness was measured in terms of a) decision making support, b) contribution to marketing strategy, c) leveraging customer and competitor data, d) its ability to represent the "voice of the customer" and finally, e) bolstering the role of the marketing group and marketing man...
A significant global industry, the provision of market research is a business to business service wh...
Marketing researching is a systematic and objective approach to development and information supply, ...
Purpose – This paper seeks to investigate the influence of Porter’s strategy types on th...
According to the marketing literature and marketing textbooks, market research is required for succe...
A study of 42 Australian marketing managers was conducted linking strategy to the use of market rese...
Purpose - To investigate whether strategic orientation affects the evaluation of specific market res...
Companies vary in the way they structure their market research function. This was hypothesized to af...
Purpose – To investigate whether strategic orientation affects the evaluation of specific market res...
The study proposed that broad firm strategies should be related to the implementation and perceived ...
There is a continuing need for organisations to identify the returns obtained from marketing researc...
The traditional or conventional role of market research is one of enabling marketing managers to mak...
A study of 42 Australian marketing managers was conducted linking strategy to the use of market rese...
Purpose: Proceeding from the widely accepted but relatively untested premise that the gathering of i...
The traditional or conventional role of market research is one of enabling marketing managers to mak...
Despite the widely acknowledged importance of marketing research as an essential organizational acti...
A significant global industry, the provision of market research is a business to business service wh...
Marketing researching is a systematic and objective approach to development and information supply, ...
Purpose – This paper seeks to investigate the influence of Porter’s strategy types on th...
According to the marketing literature and marketing textbooks, market research is required for succe...
A study of 42 Australian marketing managers was conducted linking strategy to the use of market rese...
Purpose - To investigate whether strategic orientation affects the evaluation of specific market res...
Companies vary in the way they structure their market research function. This was hypothesized to af...
Purpose – To investigate whether strategic orientation affects the evaluation of specific market res...
The study proposed that broad firm strategies should be related to the implementation and perceived ...
There is a continuing need for organisations to identify the returns obtained from marketing researc...
The traditional or conventional role of market research is one of enabling marketing managers to mak...
A study of 42 Australian marketing managers was conducted linking strategy to the use of market rese...
Purpose: Proceeding from the widely accepted but relatively untested premise that the gathering of i...
The traditional or conventional role of market research is one of enabling marketing managers to mak...
Despite the widely acknowledged importance of marketing research as an essential organizational acti...
A significant global industry, the provision of market research is a business to business service wh...
Marketing researching is a systematic and objective approach to development and information supply, ...
Purpose – This paper seeks to investigate the influence of Porter’s strategy types on th...