An Empirical Research Study: Can Business Organizations Rely on Marketing Research to Increase Business Performance?
Gabriel Ogunmokun, Iris Chin

Abstract
Although according to the prescriptive literature, a reliable and valid market research can help organisation reduce the risk of making wrong marketing decisions, very little empirical research has been done to determine whether high performing business organizations differ from low performing business organizations with respect to their marketing research practices. This research was designed to determine if there are significant differences between high performing and low performing business organizations with respect to their marketing research practices.

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