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How market information is transformed into marketing knowledge?

Author

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  • T. Keszey

    (Corvinus University of Budapest, Faculty of Business Administration, Institute of Marketing and Media, Marketing Department, Fővám tér 8, H-1093 Budapest, Hungary)

Abstract

In the future, competitors will have more and more opportunities to buy the same information; therefore the companies’ competitiveness will not primarily depend on how much information they possess, but rather on how they can “translate” it to their own language. This study aims to examine those factors that have the most significant impact on the degree to which market studies are utilised by companies. Most of the work in this area has studied the use of information in strategic decisions a priori. This paper — while reflecting on the findings of research on organisational theories of information processing — aims to bridge this gap. It proposes and tests a new conceptual framework that examines the use of managerial market research information in decision-making and knowledge creation within one single model. Collected survey data, including all the top-income business enterprises in Hungary indicate that market research findings are efficiently incorporated into the marketing information system only if the marketing manager has trust in the researcher, and believes that the market study is of high quality. Decision-makers are more likely to learn from market studies facilitating the resolution of some specific problem than descriptive studies of a more general nature.

Suggested Citation

  • T. Keszey, 2011. "How market information is transformed into marketing knowledge?," Acta Oeconomica, Akadémiai Kiadó, Hungary, vol. 61(3), pages 313-336, September.
    • Handle: RePEc:aka:aoecon:v:61:y:2011:i:3:p:313-336
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    Citations

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    Cited by:

    1. Piotr Tarka & Elżbieta Jędrych, 2023. "Toward an exploratory framework of determinants of marketing research effectiveness in business organizations," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 503-522, September.
    2. Piotr Tarka, 2019. "A scale for testing of knowledge on the effective marketing research processes: multiple-group confirmatory (MGCFA) and multiple indicators-multiple causes (MIMIC) approach," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(2), pages 94-121, June.

    More about this item

    Keywords

    market research; managerial decision-making; organisational learning; marketing knowledge; interpersonal trust; organisational use of information;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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