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The Organizational Context of Market Research Use
Journal of Marketing
Vol. 46, No. 4 (Autumn, 1982), pp. 91-101
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251365
Page Count: 11
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Very little attention has been given to the corporate situations in which marketing managers make decisions based upon market research information. This study finds that managers in more decentralized and informal organizations are more likely to use research information than managers in more highly structured firms.
Journal of Marketing © 1982 American Marketing Association