Australian business organizations' perceptions of the value of formal marketing research: a comparative study of firms with high versus low level of business performance

Paper

Ogunmokun, Gabriel, McPhail, Janelle and Chin, Iris. 2003. "Australian business organizations' perceptions of the value of formal marketing research: a comparative study of firms with high versus low level of business performance." Geursen, G., Kennedy, R. and Tolo, M. (ed.) ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide, Australia 01 - 03 Dec 2003 Melbourne, Australia.
Paper/Presentation Title

Australian business organizations' perceptions of the value of formal marketing research: a comparative study of firms with high versus low level of business performance

Presentation TypePaper
AuthorsOgunmokun, Gabriel (Author), McPhail, Janelle (Author) and Chin, Iris (Author)
EditorsGeursen, G., Kennedy, R. and Tolo, M.
Journal or Proceedings TitleProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2003)
ERA Conference ID76596
Number of Pages8
Year2003
Place of PublicationMelbourne, Australia
ISBN0868039829
Web Address (URL) of Paperhttp://anzmac.info/conference/2003/papers/RES06_ogunmokung.pdf
Conference/EventANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
Event Details
ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Parent
ANZMAC Conference
Event Date
01 to end of 03 Dec 2003
Event Location
Adelaide, Australia
Abstract

Despite the widely acknowledged importance of marketing research as an essential organizational activity, very little is known about how Australian managers perceive the
value of marketing research. Although overseas studies have suggested that one of the fundamental reasons for the under utilization of marketing research among business managers
is their negative perceptions of the potential benefits offered by marketing research, little or no research has examined whether there are significant differences in the ways organizations with a high level of business performance versus organizations with a low level of business performance perceive the value of marketing research. This paper reports the findings of a study that was designed to identify whether a positive perception towards the value of marketing research is related to a firm's level of business performance.

ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350711. Organisational planning and management
350608. Marketing theory
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsDepartment of Marketing and Tourism
Research Centre for International Marketing, Exporting and Trade, Australia
Institution of OriginUniversity of Southern Queensland
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