Marketing research and its value: the experience of Australian organisations

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.