Managers’ Satisfaction with Marketing Research: An Exploratory Study

Abstract This article reports on the development and empirical testing of a basic conceptual model that outlines some influences on managers’ satisfaction with the contribution of marketing research to organisational performance. Preliminary findings indicate positive relationships between the activity level in marketing research and the utilisation of more varied and advanced research techniques and managers’ satisfaction with marketing research; between managers’ perceptions of the cost effectiveness of marketing research and their satisfaction with its contribution to organisational performance; between the information and innovation culture of the organisation and managers’ satisfaction with marketing research; and between research report attributes and managers’ satisfaction. The size of organisation, and its degree of formalisation and of centralisation, were not correlated significantly with managers’ satisfaction with their results.