Marketing research practices and company performance

Although most of the studies pertaining to marketing research practices and performance support the contention that marketing research plays an important role in achieving organizational success, little or no research has examined whether the type of research studies conducted by an organization and the type of research techniques used are related to company performance. This paper presents the result of a study that was designed to identify the type of marketing research studies and the research techniques that differentiate organizations with a high level of performance from organizations with a low level of performance