A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use

Although much study has examined how and why consumers use information in making product choices, little work has been done on the use of market research information in product/service policy decisions. The authors report on the producer side of the market research dyad (market researchers’ perceptions of the use of research) to complement an earlier JMR article on the manager side of the dyad. Findings indicate that although both managers and researchers are very satisfied with the end product, they differ widely on the factors they believe to be most important in making research useful.