A scale for testing of knowledge on the efective marketing research processes: multiple‑group confrmatory (MGCFA) and multiple indicators‑multiple causes (MIMIC) approach
AbstractThis paper has two main objectives. The frst contributes to the development of marketing theory by proposing a measurement instrument, allowing for the testing of knowledge on the efective marketing research processes, while the second focuses on the verifcation of that knowledge across two groups: managers and researchers in business organizations from the perspective of a two-community theory of management. In particular, the level of compliance between information-users and information-producers on their knowledge of these processes is investigated. With these objectives in mind, theoretical assumptions of the efective marketing research processes from the methodological perspective are discussed. Next, methodological problems appearing in marketing research processes are characterized. Further discussion speaks about a need for stronger integrity of researchers and managers on the basis of methodological knowledge of efective research processes in order to enhance these processes and improve activities related to planning marketing strategies and decision-making. Finally, when comparing that knowledge on the basis of the empirical study conducted, we implemented the following analytical strategies based on Multi-Group Confrmatory Factor Analysis (MGCFA) and Multiple Indicators-Multiple Causes (MIMIC) model in reference to a sample 391 of respondents working in multinational companies in a European country (Poland). The results confrmed the psychometric quality of the developed scale of testing knowledge on efective marketing research processes, but also revealed that managers and researchers share slightly diferent points of view on the efective marketing research processes.
|Journal series||Journal of Marketing Analytics, ISSN 2050-3326, e-ISSN 2050-3318, (N/A 40 pkt)|
|Publication size in sheets||1.35|
|Keywords in Polish||efektywne procesy badań marketingowych, użytkownicy informacji (menedżerowie), badacze rynku, pomiar niezmienności, modele CFA MGCFA i MIMIC, informacje i wiedza|
|Keywords in English||effective marketing research processes, information-users (managers), market researchers, invariance measurement, CFA MGCFA and MIMIC models, information and knowledge|
|Score||= 40.0, 08-04-2020, ArticleFromJournal|
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