haku: @author Lindquist, J. D. / yhteensä: 2
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| Tekijä: | Lee, H. Lindquist, J. D. Actio, F. |
| Otsikko: | Managers' Evaluation of Research Design and Its Impact on the Use of Research: An Experimental Approach |
| Lehti: | Journal of Business Research
1997 : JUL, Vol. 39:2, p. 231-240 |
| Asiasana: | MARKETING MANAGEMENT R&D EVALUATION RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Sixty practicing marketing managers were asked to evaluate various factors affecting the quality of marketing research in a behavioral simulation experiment. The experiment also investigated how the managers' evaluation of research quality affect their use of research results. Contrary to past psychological studies, factors affecting the quality of the survey sample (such as sample size and sampling process) were found to have a significant effect on experienced marketing managers' evaluation of the research qality. When the research design was evaluated to be more trustworthy, it was found to have a greater influence on managers' use of the results. |
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