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Factors Determine Marketing Research Utilization Within Insurance Companies in Albania

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  • Evelina Bazini

Abstract

Doing business in today’s competitive environment is becoming very difficult and one of the most important factors for success is considered marketing research. Market research can provide the necessary information about consumer’s needs and expectations which is the first step on new product development and more market it. The aim of this paper is to give an overview of the factors that determine marketing research orientation in insurance companies in Albania, trying to understand of the role that marketing research information plays in anagement.

Suggested Citation

  • Evelina Bazini, 2016. "Factors Determine Marketing Research Utilization Within Insurance Companies in Albania," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 2, January -.
    • Handle: RePEc:eur:ejesjr:33
    DOI: 10.26417/ejes.v4i1.p58-62
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    References listed on IDEAS

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    1. Mick, David Glen & Fournier, Susan, 1998. "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 123-143, September.
    2. Brady, Michael K. & Cronin, J. Jr. & Brand, Richard R., 2002. "Performance-only measurement of service quality: a replication and extension," Journal of Business Research, Elsevier, vol. 55(1), pages 17-31, January.
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