It
may reflect a genuine equivocation towards how market research is used.
Another interpretation may revolve around the political nature of the area
under study. Simply put, the purchase, use and power of information in
companies is well documented, but unlikely to be truly revealed by this type of
enquiry. Third, although the statements used were deliberately keyed both
positively and negatively, to avoid systematic checking error by the
respondent, there is little doubt as to the confusion that may arise from double
negatives. Clearly this implies that there is a need to find out what type of
research is required for decision making in order to curb expenditure where it
is unlikely to be used. However, the organizational culture and politics that
surround dissemination and use of information require a more qualitative
research approach