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Document View: "Subjects:Market research, Effectiveness, Guidelines, Methods
Classification Codes7100 Market research, 9150 Guidelines, 9190 United States
Locations:United States, US
Author(s):Gordon A Wyner
Document types:Feature
Publication title:Marketing Research. Chicago: Summer 2002. Vol. 14, Iss. 2; pg. 4, 2 pgs
Source type:Periodical
ISSN/ISBN:10408460
ProQuest document ID:136223931
Text Word Count1532
Document URL:http://proquest.umi.com/pqdlink?did=000000136223931&Fmt=4&clientId=13118&RQT=309&VName=PQD
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Abstract (Document Summary)
Many market research methods play a role when analyzing marketing effectiveness. Broadly, these can be grouped into ones that measure the effects of marketing stimuli, and ones that measure the contribution of customers to marketing success, and value to the marketer. Precise methods can quantify the effects of changes on marketing stimuli on customer response measured in recall, preferences, and purchase intentions. But marketing research, with some notable exceptions, is only weakly linked to the financial outcomes of the business. Intangible steps that can help improve marketing research include: 1. Ground research design and analysis in the business and financial context of the company. 2. Design for implementation. 3. Link current research methods. 4. Risk management can help."

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