Lecture Marketing research - Chapter 14: Communicating the research results
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (156.08 KB, 16 trang )
ional climate for research.
4. The personality and job tenure of key users.
Role of Trust
Learning Objectives
To appreciate the role of trust in
a researcher-client relationship.
The Role of Trust
The role of trust between the researcher and the decision
makers.
A function of interpersonal factors:
• Perceived integrity of the researcher
• Perceived willingness of the researcher to reduce
research uncertainty for the users
• Confidentiality, expertise
Learning Objectives
SUMMARY
• The Research Report
• The Personal Presentation
• Getting Managers to Use the Research
Information
Learning Objectives
The End
Copyright © 2004 John Wiley & Sons, Inc.
