IDEAS home Printed from https://ideas.repec.org/a/zag/market/v27y2015i1p43-56.html
   My bibliography  Save this article

The Role of Market Researchers in Managerial Use of Market Research Information

Author

Listed:
  • Tamara Keszey

    (Institute of Marketing and Media, Corvinus University of Budapest)

Abstract

One key to success in an intensely competitive business environment is superior management of available information. The purpose of this paper is to build and test a model of the role of a market researcher in the process of using managerial market research information in decision making and learning from the market. Findings of the study conducted in a European Union country show that market researchers are able to enhance the managerial use of market research by frequent meetings in each phase of a project, building up trust-based relationships with managers, and by delivering accurate, transparent information and value-added consultancy services. We found that managers learn from market research studies while evaluating and synthesizing the findings during the decision-making process. This implies that managers learn more from problem-specific than from background research.

Suggested Citation

  • Tamara Keszey, 2015. "The Role of Market Researchers in Managerial Use of Market Research Information," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(1), pages 43-56.
    • Handle: RePEc:zag:market:v:27:y:2015:i:1:p:43-56
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/205630
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Wang, Longwei & Yeung, Jeff Hoi Yan & Zhang, Min, 2011. "The impact of trust and contract on innovation performance: The moderating role of environmental uncertainty," International Journal of Production Economics, Elsevier, vol. 134(1), pages 114-122, November.
    2. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    3. Lee, Hanjoon & Lindquist, Jay D. & Acito, Frank, 1997. "Managers' evaluation of research design and its impact on the use of research: An experimental approach," Journal of Business Research, Elsevier, vol. 39(3), pages 231-240, July.
    4. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    5. Panayides, Photis M. & Venus Lun, Y.H., 2009. "The impact of trust on innovativeness and supply chain performance," International Journal of Production Economics, Elsevier, vol. 122(1), pages 35-46, November.
    6. Rollins, Minna & Bellenger, Danny N. & Johnston, Wesley J., 2012. "Customer information utilization in business-to-business markets: Muddling through process?," Journal of Business Research, Elsevier, vol. 65(6), pages 758-764.
    7. Wierenga, Berend, 2011. "Managerial decision making in marketing: The next research frontier," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 89-101.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Keszey, Tamara, 2018. "Trust, perception, and managerial use of market information," International Business Review, Elsevier, vol. 27(6), pages 1161-1171.
    2. Yeung, Kwong & Lee, Peter K.C. & Yeung, Andy C.L. & Cheng, T.C.E., 2013. "Supplier partnership and cost performance: The moderating roles of specific investments and environmental uncertainty," International Journal of Production Economics, Elsevier, vol. 144(2), pages 546-559.
    3. Son, Byung-Gak & Lee, Chang-Hun & Ha, Byoung-Chun & Nam, Hyunjeong, 2019. "Investigating the fair treatment of suppliers and its trust fostering role and performance benefits," International Journal of Production Economics, Elsevier, vol. 216(C), pages 54-66.
    4. Hansen, Eric & Rasmussen, Casper Claudi & Nybakk, Erlend, 2017. "Recessionary period activities in forest sector firms: Impacts on innovativeness," Journal of Forest Economics, Elsevier, vol. 28(C), pages 80-86.
    5. Huo, Baofeng & Fu, Dijia & Zhao, Xiande & Zhu, Jingwen, 2016. "Curbing opportunism in logistics outsourcing relationships: The role of relational norms and contract," International Journal of Production Economics, Elsevier, vol. 182(C), pages 293-303.
    6. Shahid Rasool & Asif Ayub Kiyani & Fadilah Binti Siali & Hiram Ting & Mahani Mohammad Abdu Shakur, 2017. "Consumer Innovativeness in Consumer - Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 379-388.
    7. Huo, Baofeng & Ye, Yuxiao & Zhao, Xiande, 2015. "The impacts of trust and contracts on opportunism in the 3PL industry: The moderating role of demand uncertainty," International Journal of Production Economics, Elsevier, vol. 170(PA), pages 160-170.
    8. Hultman, Magnus & Iveson, Abbie & Oghazi, Pejvak, 2021. "The Information Paradox in Internationalization: Can ignorance ever be bliss? Evidence from emerging market SME managers," Journal of Business Research, Elsevier, vol. 131(C), pages 268-277.
    9. Griessmair, Michele & Hussain, Dildar & Windsperger, Josef, 2014. "Trust and the tendency towards multi-unit franchising: A relational governance view," Journal of Business Research, Elsevier, vol. 67(11), pages 2337-2345.
    10. Delbufalo, Emanuela, 2015. "Subjective trust and perceived risk influences on exchange performance in supplier–manufacturer relationships," Scandinavian Journal of Management, Elsevier, vol. 31(1), pages 84-101.
    11. Nunzia Carbonara & Roberta Pellegrino, 2020. "The role of public private partnerships in fostering innovation," Construction Management and Economics, Taylor & Francis Journals, vol. 38(2), pages 140-156, February.
    12. Roy, Vivek & Silvestre, Bruno S. & Singh, Shubham, 2020. "Reactive and proactive pathways to sustainable apparel supply chains: Manufacturer's perspective on stakeholder salience and organizational learning toward responsible management," International Journal of Production Economics, Elsevier, vol. 227(C).
    13. Shashi, & Centobelli, Piera & Cerchione, Roberto & Singh, Rajwinder, 2019. "The impact of leanness and innovativeness on environmental and financial performance: Insights from Indian SMEs," International Journal of Production Economics, Elsevier, vol. 212(C), pages 111-124.
    14. Sachin S. Kamble & Angappa Gunasekaran & Nachiappan Subramanian & Abhijeet Ghadge & Amine Belhadi & Mani Venkatesh, 2023. "Blockchain technology’s impact on supply chain integration and sustainable supply chain performance: evidence from the automotive industry," Annals of Operations Research, Springer, vol. 327(1), pages 575-600, August.
    15. 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.
    16. Osman Gök & Sinem Peker, 2017. "Understanding the links among innovation performance, market performance and financial performance," Review of Managerial Science, Springer, vol. 11(3), pages 605-631, July.
    17. Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
    18. Anis Ben Brik & Belaid Rettab & Kamel Mellahi, 2011. "Market Orientation, Corporate Social Responsibility, and Business Performance," Journal of Business Ethics, Springer, vol. 99(3), pages 307-324, March.
    19. Jafari, Hamid & Eslami, Mohammad H. & Paulraj, Antony, 2022. "Postponement and logistics flexibility in retailing: The moderating role of logistics integration and demand uncertainty," International Journal of Production Economics, Elsevier, vol. 243(C).
    20. Faruk Bhuiyan & Kevin Baird & Rahat Munir, 2022. "The associations between management control systems, market orientation and CSR use," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 33(1), pages 27-79, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:27:y:2015:i:1:p:43-56. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.