Answers are grounded in this paper and cite their sources.
Despite recent attention to organizational issues in the management of advertising, sales, new product development, and channels, there has been little empirical study of the management of the marketing research function. The study reported complements earlier work on the use of marketing information in consumer goods businesses by examining factors seen as affecting the use of marketing information in industrial firms.
No takes yet. Share an insight, caveat, or question.
Deshpandé et al. (1987) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: