However, there are contradictory findings regarding the use of market research information and its relationship with the spread of export activities. As the number of geographic markets served increases, so is there a tendency to agree that export decisions would not be taken without market research. This finding is consistent with the theory which postulates that greater experience results in greater involvement and thus knowledge, and echoes the findings of Diamantopoulos et al. (1989). In contrast, as the number of geographic markets served increases, so does agreement with the proposition that market research goes largely unused by decision makers. Again, these findings highlight the need for a focused study of the use of market research information by exporters.