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Some guidelines on the effective use of marketing research surveys

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dc.contributor.author Spies L en
dc.date.accessioned 2016-09-22T09:16:43Z
dc.date.available 2016-09-22T09:16:43Z
dc.date.submitted 1979 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/52672
dc.description.abstract Examines the role of information in the decision-making process and some of the problem areas related to the usage of marketing research surveys as sources of information. Information is revealed to form an integral part of the decision-making process. An information system offers the facility to integrate information from various sources to provide a coherent picture of the market. The internal accounting, marketing intelligence, marketing management science and marketing research systems collect and manipulate the required information and are all part of the information system. The environment in which decisions are made is examined, and linked to management cognitive style. Only marketing oriented management will fully recognise the need for information about the consumer while management which is preceptive is more likely to use research findings. Without top-management or marketing management support, it is unlikely that marketing research will make a meaningful contribution to decision-making. Information from marketing research surveys can only be used to full advantage if it is supported and supplemented by collateral information obtained from the firm s own records and external sources. This information should be studied before surveys are planned to identify problems to be researched. It is asserted that information should be appraised in terms of the benefits that may accrue to the firm and the costs of obtaining the information. en
dc.language English en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title Some guidelines on the effective use of marketing research surveys en
dc.type Masters degree en
dc.description.degree MBA en


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