United States : Association for Business and Economics Research and International Journal of Business and Economics,
Abstract
This paper presents the results of a study designed to examine the extent and scope of marketing research among the top 50 companies in Mauritius. Interviews with managers supported the growing view that marketing research is a useful tool which provides invaluable information for tactical decision making. However, many companies still do not recognise the full importance of patronising marketing research activities. High costs and shortage of research skills are the main obstacles limiting research. Suggestions are provided to enhance the development of marketing research in the country
