Publications
Publications
- Journal of Marketing Research (JMR)
A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use
By: Rohit Deshpandé and Gerald Zaltman
Citation
Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use." Journal of Marketing Research (JMR) 21, no. 1 (February 1984): 32–38.