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

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