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An experimental study of managers’ and researchers’ use of consumer market research

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Abstract

Little work has been done to experimentally measure the impact of information on new product decisions. The author reports on both manager and researcher use of information in assessing sales estimates. Findings indicate that the two groups differ widely in their decision-making style and research use.

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Hu, M.Y. An experimental study of managers’ and researchers’ use of consumer market research. JAMS 14, 44–51 (1986). https://doi.org/10.1007/BF02723263

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  • DOI: https://doi.org/10.1007/BF02723263

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