Interim reports are vital in marketing research. Managers can best apply
their experience and overall view of organizational efforts in deciding to
continue, modify, or terminate projects if their information is timely and
complete. This study characterizes the nature of these reports, presents a
generalized form for them, considers the responsibility for initiation of
reports, and identifies significant events that might require a report to be
generated.
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References
1.
David J. Luck, Hugh G. Wales, and Donald A. Taylor , Marketing Research, 4th edition, Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1974.
2.
James H. Myers and A. Coskum Samli, "Management Control of Marketing Research ," Journal of Marketing Research, V, August 1969, 267-77.
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Norman B. Sigband, Communication for Management, Glenview, Illinois: Scott, Foresman and Co., 1969.
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Alice M.Tybout and Gerald Zaltman, "Ethics in Marketing Research: Their Practical Relevance," Journal of Marketing Research, XI, November 1974, 357-368.
