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

Tamara Keszey ()
Additional contact information
Tamara Keszey: Institute of Marketing and Media, Corvinus University of Budapest

Tržište/Market, 2015, vol. 27, issue 1, 43-56

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.

Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hrcak.srce.hr/file/205630 (application/pdf)
None

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zag:market:v:27:y:2015:i:1:p:43-56

Ordering information: This journal article can be ordered from
Tržište/Market, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
http://www.efzg.unizg.hr/trziste

Access Statistics for this article

Tržište/Market is currently edited by Đurđana Ozretić Došen

More articles in Tržište/Market from Faculty of Economics and Business, University of Zagreb Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).