Add to ORKGAlthough several studies have suggested that one of the fundamental reasons for the underutilization of marketing research among businesses is their negative perceptions of the potential benefits offered by marketing research, little or no research has examined whether managers perception of the value of marketing research will affect the level of business performance. This paper utilized discriminant analysis to determine whether a set of perceptions concerning the value of marketing research will differentiate organizations with a high level of business performance from organizations with a low level of business performance. The study also identified the perceptions that contributed the most to the discrimination
Concern has been expressed by business and marketing scholars that academic research in these fields...
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 ...
Although several studies have suggested that one of the fundamental reasons for the underutilization...
Despite the widely acknowledged importance of marketing research as an essential organizational acti...
Although most of the studies pertaining to marketing research practices and performance support the ...
Marketing researching is a systematic and objective approach to development and information supply, ...
Marketing departments are under increased pressure to demonstrate their economic value to the firm. ...
Purpose: Proceeding from the widely accepted but relatively untested premise that the gathering of i...
Research in marketing has increasingly focused on building knowledge about how firms' marketing cont...
The majority of studies on market orientation claim compelling evidence exists that market orientati...
Concern has been expressed by business and marketing scholars that academic research in these fields...
This paper presents the results of a study designed to examine the extent and scope of marketing res...
According to the marketing literature and marketing textbooks, market research is required for succe...
There is a continuing need for organisations to identify the returns obtained from marketing researc...
Concern has been expressed by business and marketing scholars that academic research in these fields...
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 ...
Although several studies have suggested that one of the fundamental reasons for the underutilization...
Despite the widely acknowledged importance of marketing research as an essential organizational acti...
Although most of the studies pertaining to marketing research practices and performance support the ...
Marketing researching is a systematic and objective approach to development and information supply, ...
Marketing departments are under increased pressure to demonstrate their economic value to the firm. ...
Purpose: Proceeding from the widely accepted but relatively untested premise that the gathering of i...
Research in marketing has increasingly focused on building knowledge about how firms' marketing cont...
The majority of studies on market orientation claim compelling evidence exists that market orientati...
Concern has been expressed by business and marketing scholars that academic research in these fields...
This paper presents the results of a study designed to examine the extent and scope of marketing res...
According to the marketing literature and marketing textbooks, market research is required for succe...
There is a continuing need for organisations to identify the returns obtained from marketing researc...
Concern has been expressed by business and marketing scholars that academic research in these fields...
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 ...