Summary
Although 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.
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Extract
A Discriminant Analysis of the Managers Perceptions of the Value of Marketing Research and Its Effect On Business Performance
Introduction
The importance of marketing research as an essential organizational activity is widely acknowledged in the prescriptive literature. For example, according to the literature the use of marketing research can reduce the risk and uncertainty involved in decision making, and thereby increase the chances of successful decision making (Deshpande and Zaltman 1982; Gross and Peterson 1987; McDaniel and Darden 1987; McDaniel and Gates 1991; Samli 1996; Smith 1991; Malhotra 2004; Parasuraman, Grewal and Krishnan. 2004; Zikmund 2003). Marketing research, as a major source of marketing information, plays an important role in improving marketing intelligence capability to enhance both strategic and tactic...See the full content of this document
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