Managing the Marketing Research Function


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.


Book Information

Pages: 172
Published: 1977
New Copyright: 2012
ISBN: 9781613112113

Author information

Charles S. Mayer Charles S. Mayer

Dr. Charles S. Mayer is Professor Emeritus of Marketing at the Schulich School of Business at York University in Toronto, Canada and Professor of International Marketing at the Graduate Business School of the Central European University in Budapest, Hungary. Dr. Mayer also serves as a Core Professor at the Stuttgart Institute of Management and Technology Stuttgart, Germany.

In his consulting, Dr. Mayer focuses on Marketing and Strategic Planning. He helped develop the first Strategic Plan for Alarmforce Industries, Inc. Dr. Mayer has been Director of Alarmforce Industries Inc. since August 19, 1991.

He is a past Vice President of the American Marketing Association, and of the Professional Marketing Research Society – the latter electing him as a Fellow.

Dr. Mayer holds a Ph.D. in Business from the University of Michigan, and an M.B.A. and B.A.Sc. degrees from the University of Toronto.

Lee Adler Lee Adler

Mr. Lee Adler authored, edited, and co-authored several works in the field of marketing, such as Managing the Marketing Research Function, Attitude Research at Sea, and Attitude Research on the Rocks. He worked for the Interpublic Group of Companies.


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