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A decision model for marketing research relationship choices

Paul D. Boughton (Associate Professor, Saint Louis University, Missouri, USA)
Linda Nowak (Marketing Instructor, Southern Illinois University at Edwardsville, Illinois, USA.)
Judith Washburn (Marketing Instructor, Saint Louis University, Missouri, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1996

1536

Abstract

Points out that collaborative relationships, such as partnering between service suppliers and client firms, are often seen as a strategy for improving quality and reducing costs. Yet, successful relationship building depends on situational factors that serve to nurture and sustain the relationship. Sets forth a proposed framework and develops a decision model that managers can use to improve the process for deciding whether or not to partner with research suppliers. Understanding what it takes to make a partnership effective will enable managers to avoid unproductive and costly mistakes in relationship building.

Keywords

Citation

Boughton, P.D., Nowak, L. and Washburn, J. (1996), "A decision model for marketing research relationship choices", Journal of Services Marketing, Vol. 10 No. 1, pp. 56-69. https://doi.org/10.1108/08876049610106707

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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