Four market research performance fa

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.

Hasil (Bahasa Indonesia) 2:

Empat faktor kinerja riset pasar yang diidentifikasi - riset pasar sebagai
peningkatan pengetahuan (KE) fungsi, penggunaan politik internal riset pasar, penyalahgunaan riset pasar dan generasi pemahaman pasar. Miles dan Snow jenis strategi yang berkaitan dengan faktor-faktor ini, dengan jenis Prospector lebih cenderung menggunakan riset pasar rasional dan cenderung menggunakannya untuk tujuan politik internal. Proyek taktis lebih cenderung disalahgunakan dibandingkan mereka dengan orientasi strategis. Prospectors jauh lebih kecil kemungkinannya dan analisa jauh lebih mungkin untuk menyalahgunakan proyek penelitian taktis. Prospectors lebih sering puas dengan kinerja riset pasar terbaru mereka. Porter tipologi kurang berhasil dalam memprediksi kinerja riset pasar.