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| Author: | Elliott, R. Jobber, D. |
| Title: | Expanding the market for marketing research: changing beliefs, attitudes and corporate culture |
| Journal: | Journal of the Market Research Society
1995 : APR, VOL. 37:2, p. 143-158 |
| Index terms: | CULTURE MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Although many studies have examined the use of marketing information, no work has yet addressed the fundamental question of why some companies commission marketing research and why others do not. This study provides an understanding of the influences of attitudes and corporate culture on the decision by the use of an integrative model. Key to this understanding are personally salient beliefs that differentiate between users and non-users of marketing research. |
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