Characteristics on the Evaluation and Use of Export Marketing Research: An Empirical Study

Cornell University The literature on export marketing research has concentrated on issues surrounding the acquisition of research information, providing few insights into how acquired information is actually evaluated and used by decision makers. The present study focuses on research design characteristics and tests a number of hypotheses regarding their impact on the evaluation and use of export marketing research. The results show that the type of study (qualitative vs. quantitative), the type of sample (probability vs. nonprobability) and the sample size have no influence on either the evaluation or the subsequent use of export marketing research information. A comparison with previous findings in a domestic context is undertaken and a number of future research directions identified.