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| Author: | Hu, M. Toh, R. |
| Title: | An experimental study of marketing information utilization: the manager-researcher dichotomy |
| Journal: | Marketing Letters
1995 : JAN, VOL. 6:1, p. 53-62 |
| Index terms: | MARKETING INFORMATION MANAGEMENT RESEARCH |
| Language: | eng |
| Abstract: | This study uses an experimental design for the presentation of a case, demographic information, product test survey results, and test market results to marketing managers and to market researchers. The authors attempt to determine the interrelationships among changes in decision outcomes, sales estimates, and confidence. The authors also show that the two-community dichotomy between marketing managers and market researchers exists. |
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