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首页> 外文期刊>The International Journal of Productivity and performance management >Marketing research performance and strategy
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Marketing research performance and strategy

机译：市场研究绩效和策略

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Purpose - To investigate whether strategic orientation affects the evaluation of specific market research projects in for-profit firms. Design/methodology/approach - A small-scale follow-up survey was conducted, building on qualitative and quantitative research among a sample of the top-1,000 marketing managers in Australia. The study used an existing market research evaluation tool, the USER scale and items generated from the qualitative research, to investigate the firm's most recent market research project. Findings - Four market research performance factors were identified - market research as a knowledge enhancing (KE) function, the internal political use of market research, the misuse of market research and the generation of market understanding. The Miles and Snow strategy types were related to these factors, with Prospector types more likely to use market research rationally and less likely to use it for internal political purposes. Tactical projects were more likely to be misused than were those with a strategic orientation. Prospectors were far less likely and Analyzers far more likely to misuse tactical research projects. Prospectors were more often satisfied with the performance of their most recent market research. The Porter typology was less successful in predicting market research performance. Research limitations/implications - The study was based on a small sample of market research projects in Australian for-profit firms. Future studies need to study these phenomena more intensively using ethnographic methods and more extensively using larger multi-country samples. Practical implications - Market research suppliers should learn the nature of their client's strategic intent to improve their effectiveness. Defender firms should carefully monitor the use of market research, especially that of a tactical nature, which may be wasted or misused. Originality/value - The paper contributes to an understanding of how strategic orientation relates to the ways market research information is used within the firm.
机译：目的-调查战略方向是否会影响营利性公司对特定市场研究项目的评估。设计/方法/方法-在定性和定量研究的基础上，对澳大利亚前1000名营销经理进行了一次小规模的后续调查。该研究使用了现有的市场研究评估工具，用户规模和定性研究产生的项目来调查公司最近的市场研究项目。调查结果-确定了四个市场研究绩效因素-市场研究作为知识增强（KE）功能，市场研究的内部政治用途，对市场研究的滥用和对市场理解的产生。 Miles and Snow策略类型与这些因素有关，Prospector类型更可能理性地使用市场研究，而不太可能将其用于内部政治目的。与具有战略方向的战略项目相比，战术项目更容易被滥用。勘探者的可能性要小得多，而分析者则更可能滥用战术研究项目。勘探者通常对他们最近的市场研究的表现感到满意。波特类型在预测市场研究表现方面不太成功。研究局限性/含义-该研究基于澳大利亚营利性公司的一小部分市场研究项目。未来的研究需要使用人种志方法对这些现象进行更深入的研究，并使用较大的多国样本进行更广泛的研究。实际意义-市场研究供应商应了解客户提高战略效力的战略意图的本质。捍卫者公司应仔细监视市场研究的使用，尤其是战术性质的使用，这可能被浪费或滥用。原创性/价值-本文有助于理解战略定位与公司内部市场研究信息的使用方式之间的关系。

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