The prevalence and usefulness of market research: an empirical investigation into ‘background’ versus ‘decision’ research

Using information effectively has become a critical determinant for gaining competitive advantage and enhancing business performance.
  

The prevalence and usefulness of market research - an empirical investigation into 'background' versus 'decision' research

Raguragavan Ganeshasundaram and Nadine HenleyEdith Cowan University, Joondalup, Australia

INTRODUCTION

Much of the literature on market research begins with the premise that information plays a critical role in the success or failure of organisations. This widespread belief among business academics, and some practitioners, leads to the argument that more information always leads to better business decisions. Some authors (for example, Glazer 1991; Turner 1991; Ruekert 1992; Maltz & Kohli 1996; Wierenga & van Bruggen 1997; Dawes et...

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