Managing the Marketing Research Function is a monograph produced by the American Marketing Association to fill the gap in existing literature on the managerial side of marketing research. The text provides a discussion of and suggestions for the most effective techniques for managing the marketing research function. The authors’ objective is twofold: first, to help marketing researchers manage the research function most effectively in order to make a greater contribution to the marketing process; secondly, to help marketing and corporate executives understand the managerial process and problems. The topics of discussion include:
- Dealing with the political and emotional climate in which market researchers must work;
- Technical factors effecting the growth of marketing research, including real-world examples; and
- The role of the research function in providing meaningful input in corporate plans and problems.
This monograph brings much needed attention to the marketing practitioners’ need for developing communication links and credibility in order to increase the impact of market research. The authors, distinguished Professors Adler and Mayer, focus primarily on the management, organization, and control of the research function to improve its use as a tool in decision making. This text will prove a highly informative and beneficial tool not only to research professionals and marketing executives, but educators, advertising agencies and consulting firms as well.