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| Author: | Hamlin, R.P. |
| Title: | Small business market research: examining the human factor |
| Journal: | International Journal of Market Research
2007 : VOL. 49:5, p. 551-571 |
| Index terms: | effectiveness psychology research |
| Language: | eng |
| Abstract: | The paper examines the decision maker/research customer's role in generating effective commercial market research in entrepreneurial and small business situations. It appears that human factors that involve the decision maker and aspects of their interaction with their research supplier can be a major determinant of research effectiveness/success. The paper shows how one area of decision maker psychology has a capacity to destroy research effectiveness. |
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