search query: @indexterm market research / total: 2057
reference: 39 / 2057
| Author: | Ganeshasundaran, R. Henley, N. |
| Title: | The prevalence and usefulness of market research |
| Journal: | International Journal of Market Research
2006 : VOL.48:5, p.525-550 |
| Index terms: | market research empirical research |
| Language: | eng |
| Abstract: | This paper examines the perceived usefulness of market research for increasing business performance. An empirical investigation into background versus decision research is presented. The study produced evidence that if the current emphasis on background research were to shift to decision research then managers would regard market research as more useful. |
SCIMA