Expanding the Market for Marketing Research: changing beliefs, attitudes and corporate culture

David Jobber and Richard Elliott

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.
  

Expanding the Market for Marketing Research: Changing Beliefs, Attitudes and Corporate Culture

Richard Elliott The Management School, Lancaster University andDavid Jobber University of Bradford Management Centre

Introduction

It is axiomatic in marketing theory that analysis of the market should precede marketing action. Indeed, market intelligence has been proposed as the central component of a marketing orientation by Kohli & Jaworski (1990). Yet the evidence suggests that most companies spend only a small fraction of their sales revenue on marketing research. A study by McGraw-Hill Research (1984) showed that marketing research costs averaged...

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