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

Tamara Keszey ; Institute of Marketing and Media, Corvinus University of Budapest

Puni tekst: engleski, pdf (181 KB) str. 43-56 preuzimanja: 442* citiraj
APA 6th Edition
Keszey, T. (2015). The Role of Market Researchers in Managerial Use of Market Research Information. Market-Tržište, 27 (1), 43-56. Preuzeto s https://hrcak.srce.hr/139426
MLA 8th Edition
Keszey, Tamara. "The Role of Market Researchers in Managerial Use of Market Research Information." Market-Tržište, vol. 27, br. 1, 2015, str. 43-56. https://hrcak.srce.hr/139426. Citirano 05.12.2020.
Chicago 17th Edition
Keszey, Tamara. "The Role of Market Researchers in Managerial Use of Market Research Information." Market-Tržište 27, br. 1 (2015): 43-56. https://hrcak.srce.hr/139426
Harvard
Keszey, T. (2015). 'The Role of Market Researchers in Managerial Use of Market Research Information', Market-Tržište, 27(1), str. 43-56. Preuzeto s: https://hrcak.srce.hr/139426 (Datum pristupa: 05.12.2020.)
Vancouver
Keszey T. The Role of Market Researchers in Managerial Use of Market Research Information. Market-Tržište [Internet]. 2015 [pristupljeno 05.12.2020.];27(1):43-56. Dostupno na: https://hrcak.srce.hr/139426
IEEE
T. Keszey, "The Role of Market Researchers in Managerial Use of Market Research Information", Market-Tržište, vol.27, br. 1, str. 43-56, 2015. [Online]. Dostupno na: https://hrcak.srce.hr/139426. [Citirano: 05.12.2020.]

Sažetak
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.

Ključne riječi
market research; information use; relationship marketing; two communities’ metaphor; inter-firm collaboration; trust

Hrčak ID: 139426

URI
https://hrcak.srce.hr/139426

[hrvatski]

Posjeta: 842 *