Intuition or Marketing Research Information Usefulness in Business Organizations in the Light of Ordinal Regression Analysis

Theorists usually adopt normative or descriptive approach toward managerial decision processes. In the former, it is assumed that managers are able to make optimal choices (Ansoff 1965; Porter 1985) and in the latter option (in descriptive approach) managers rarely make the optimal choices (Cyert & March 1963; Starbuck 1985), hence the actual decisions flow from cognitive limitations, "political" processes, routines and environmental constraints. In present article, it is argued that managers, when considering complex situations, seem to be largely focused on intuitive and judgmental thinking, rather than optimal-based solutions and marketing research information sources. Especially, top executives hesitate to participate in psychological effort and process of screening the stats derived from marketing research. They also fear to participate in ongoing research programmes. On the other hand, their trust in information reflects their typical way of thinking about that information, so they treat information and the marketing research projects as if they were useless. Therefore, managers in companies unconsciously lose the potential of information sources, simultaneously neglecting the marketing research. The above results were derived on the basis of the conducted empirical research. The technique of gathering the information with the use of the internet questionnaire survey was used and the process of choosing the respondents to the sample was conducted in Poland with the use of the two techniques: judgmental sampling and snowball sampling. In this process, the data from two social networking sites, i.e. LinkedIn and Golden Line was used. The size of sample equalled N = 391 individuals and in its structure, there were only included respondents (information users) responsible for decision making.