Research and the Bottom Line

Article Abstract:

The strategic outlook of the marketing research function in achieving sales, profitability, or return on investment (ROI) is examined. Methods are outlined regarding the need for an integrated ROI model to enhance the strategic variables.

Author: Mittal, Vikas
Publisher: American Marketing Association
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2004
Models, Economic aspects, Measurement, Return on investment, Rate of return

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Data, but no information

Article Abstract:

There are five rules that marketing researchers can follow in presenting their marketing data which will provide the user with valuable information. Averaging and providing words to accompany statistics are two of those rules.

Author: Ehrenberg, Andrew
Publisher: American Marketing Association
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2001
Statistical Data Included

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Differing dimensions

Article Abstract:

The effectiveness of market research in justifying the return on investment (ROI) for every kind of financial research is examined.

Author: Ambler, Tim
Publisher: American Marketing Association
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2004
Methods, Usage, Financial analysis

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Subjects list: United States, Evaluation, Marketing research, Market research
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