Rohit Deshpande and Gerald Zaltman. Factors Affecting the Use of Market Research Information: A Path Analysis. Journal of Marketing Research, 19(1):14–31, 1982. doi:10.2307/3151527.
@article{deshpande_factors_1982,
abstract = {The authors evaluate several factors affecting the attention given to or "use" of specific market research information by marketing managers. They apply path analysis to test a model of research use involving 11 variables. Factors found to be especially important are organizational structure, technical quality, surprise, actionability, and researcher-manager interaction. The topic and findings of the study relate to a central activity of the marketing profession-the application of knowledge-and to the use of an important product-market research. Both the knowledge system of marketing and the behavior of managers as consumers of research products have been relatively neglected.},
author = {Deshpande, Rohit and Zaltman, Gerald},
doi = {10.2307/3151527},
issn = {0022-2437},
journal = {Journal of Marketing Research},
number = {1},
pages = {14-31},
shorttitle = {Factors {{Affecting}} the {{Use}} of {{Market Research Information}}},
title = {Factors {{Affecting}} the {{Use}} of {{Market Research Information}}: {{A Path Analysis}}},
volume = {19},
year = {1982}
}