posted on 2004-01-01, 00:00authored byM 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
Issue
1
Pagination
9 - 21
Publisher
Australian Market & Social Research Society
Location
North Sydney, N.S.W.
ISSN
1325-4634
Language
eng
Notes
Reproduced with the kind permission of the copyright owner.