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

Summary/Abstract: 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.

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