Evaluation and Use of Marketing Research by Decision Makers: A Behavioral Simulation
- 1 May 1987
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 24 (2) , 187
- https://doi.org/10.2307/3151508
Abstract
A behavioral simulation in a laboratory setting was used to investigate decision makers' evaluation and use of marketing research results. Propositions abou...Keywords
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