Factors Affecting the Use of Market Research Information: A Path Analysis
研究了影响营销经理使用市场研究信息的因素，发现组织结构、技术质量、意外性、可操作性和研究者与经理的互动是关键因素。
The authors evaluate several factors affecting the attention given to or “use” of specific market research information by marketing managers. They apply path analysis to test a model of research use involving 11 variables. Factors found to be especially important are organizational structure, technical quality, surprise, actionability, and researcher-manager interaction. The topic and findings of the study relate to a central activity of the marketing profession—the application of knowledge—and to the use of an important product—market research. Both the knowledge system of marketing and the behavior of managers as consumers of research products have been relatively neglected.