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Improving Marketing Accountability through Better Management of the Market Research Process

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Market research should have a great deal of potential for assisting managers who want to set goals and evaluate performance of marketing and customer-related activities. However, because of the low status, and apparent complexity surrounding both the research processes and the external MR industry as a whole, this potential is often overlooked or disregarded in practice. We develop a process model to explain the issues introduced during the lengthy journey from research survey data to management decision taking, and show how, in the broader context of management decision taking, improving the management of the market research process can result in better marketing accountability. The paper concludes with two interesting scenarios for the future direction of the MR industry, and some practical recommendations for client firms.

Document Type: Research Article


Publication date: November 1, 1999

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