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While a number of research studies have examined the factors determining the extent of use of marketing research information by managers, there is only scant empirical evidence on the link between marketing research activity and company performance. Aims to examine the nature of marketing research undertaken by manufacturing firms in a variety of industrial contexts and to explore its impact on competitive success. According to the results, and contrary to prior research, no direct link can be detected between performance and (1) whether marketing research is conducted/commissioned, (2) what information is collected, or (3) how it is obtained. Discusses the findings in the light of previous evidence and theoretical speculation concerning the role of marketing research as a determinant of company success, and makes a number of suggestions for future research.
Hart et al. (Tue,) studied this question.