The prevalence and usefulness of market research: an empirical investigation into ‘background’ versus ‘decision’ research

Using information effectively has become a critical determinant for gaining competitive advantage and enhancing business performance.
  

The prevalence and usefulness of market research - an empirical investigation into 'background' versus 'decision' research

Raguragavan Ganeshasundaram and Nadine HenleyEdith Cowan University, Joondalup, Australia

INTRODUCTION

Much of the literature...

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