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

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.

Keywords

• market research
• information use
• relationship marketing
• two communities’ metaphor
• inter-firm collaboration
• trust