search query: @indexterm market research / total: 2057
reference: 248 / 2057
| Author: | Shaw, R. White, C. |
| Title: | Improving marketing accountability through better management of the market research project |
| Journal: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 857-880 |
| Index terms: | Market research Marketing Management Decision making Company performance |
| Language: | eng |
| Abstract: | The authors develop a process model to explain the issues introduced during the journey from research survey data to management decision taking, and show how, in the broader context of management decision taking, improving the management of the market research process can result in better marketing accountability. |
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