Badania marketingowe a wyniki nowych produktów – efekt mediacyjny jakości informacji rynkowych
Marketing research vs. new products performance – mediation effect of market information quality

Summary/Abstract: The aim of the work is the empirical verification of mediation effect between the use of marketing research in new product development and new products performance through the quality of market information. This effect can be substantially justified because obtaining market information through marketing research should lead to the high quality of the information, and the use of high quality information in the develpopment of new products should, in turn, lead to their high performance. The unit of analysis in this study were new product projects undertaken by domestic high and medium-high technology companies who employed over 49 people. A random sample was drawn from this population and information about 287 new product projects was collected. Data analysis was performed by using a structural equation modelling, and the results indicate that the quality of market information is a mediator between the use of marketing research and new products performance.

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