Sage Journals: Discover world-class research

Abstract

The USER (use of research) instrument has been devel oped recently to measure the use of marketing research studies by organizations. The basis of the USER framework is the underlying forms or types of use and the extent of use of research studies in decision making. The original USER research was conducted using a sample of a variety of member firms of the American Marketing Association and the Mar keting Science Institute, with no explicit consideration of tourism organizations. This article reports on a partial repli cation of the USER research in the context of tourism organizations. There is mixed support for both the conceptualization of USER and the construction of its questionnaire items. Suggestions are made for improving USER before the instrument is used widely within the tourism industry.

Get full access to this article

View all access options for this article.

References

Churchill, Gilbert Jr. (1979). "A Paradigm for Developing Better Measures of Marketing Concepts." Journal of Marketing Research , 26 (February) : 64-73.

Deshpandé, Rohit , and Gerald Zaltman (1982). "Factors Affecting the Use of Market Research Information: A Path Analysis." Journal of Marketing Research , 19 (February): 14-31.

Fick, Gavin R. , and J.R. Brent Ritchie (1991). "Measuring Service Quality in the Travel and Tourism Industry." Journal of Travel Research , 30 (Fall): 1-9.

Gerhold, Paul (1993). "Defining Marketing (or Is It Market?) Research ." Marketing Research, 5 (Fall): 6-7.

Glazer, Rashi (1991). "Marketing in an Information Intensive Environment: Strategic Implications of Knowledge as an Asset." Journal of Marketing, 55 (October): 1-19.

Green, Paul , Donald Tull , and Gerald Albaum (1993). Researchfor Marketing Decisions. 5th ed. Englewood Cliffs, NJ: Prentice Hall.

Jaworski, Bernard , and Ajith Kohli (1993). "Market Orientation: Antecedents and Consequences ." Journal of Marketing, 57 (July): 53-70.

Joreskog, Karl G. , and Dag Sorbom (1989). LISREL 7: A Guide to the Program and Applications . 2d ed. Chicago: SPSS.

Kinnear, Thomas , James Taylor , Lester Johnson , and Robert Armstrong (1993). Australian Marketing Research . Sydney, Australia: McGraw-Hill .

10.

Lego, Rhett , and Robin N. Shaw (1992). "Convergent Validity in Tourism Research: An Empirical Analysis." Tourism Management, December, pp. 387-93.

11.

Menon, Anil , and P. Rajan Varadarajan (1992). "A Model of Marketing Knowledge Use within Firms." Journal of Marketing, 56 (October): 53-71.

12.

Menon, Anil , and James Wilcox (1994). USER: A Scale to Measure Use of Market Research: Technical Working Paper. Report No. 94-108. Cambridge, MA: Marketing Science Institute.

13.

Moorman, Christine , Gerald Zaltman , and Rohit Deshpandé (1992). "Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations ." Journal of Marketing Research, 3 (August): 314-28.

14.

" New Marketing Research Definition Approved." (1987). Marketing News, 21 (January 2): 3.

15.

Osgood, C.E. , G.J. Suci , and P.H. Tannenbaum (1957). The Measurement of Meaning . Urbana: University of Illinois Press.

Assessing Marketing Research Use in Tourism with the USER Instrument

Abstract

Get full access to this article

References