Marketing research practices and company performance

Ogunmokun, Gabriel, Chin, Iris, and McPhail, Janelle (2004) Marketing research practices and company performance. In: Proceedings of 2004 Inaugural Academy of World Business, Marketing and Management Development Conference. pp. 946-958. From: 2004 Inaugural Academy of World Business, Marketing and Management Development Conference, 13-16 July, 2004, Gold Coast, QLD, Australia.

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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.

Item ID: 8805
Item Type: Conference Item (Research - E1)
ISBN: 978-0-9752272-0-6
Keywords: marketing research practices; company performance; performance measures; discriminant analysis
Date Deposited: 04 Mar 2010 04:08
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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