The views and perceptions of managers on the role of marketing research in decision making

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Introduction

In the literature, causes to apply directly the information from marketing research in decisions still remain solid, as many authors make up the unquestionable arguments favoring the information and research (Aaker & Day, 1995; Churchill & Iacobucci, 2005; Deshpande, 1982; Malhotra, 2004). It is also argued that for managers, who endeavor to make a perfect or at least satisfying choices, the rational or bounded-rational theory associated with decision-making processes, should always be considered as the most important factor, as long as they want to create a solid basis for thinking and making valid decisions. In other words, if in...

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