RESEARCH LIBRARY

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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Research and the Bottom Line « Research « Industry Resources « Downloads

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Version2004
Date postedNovember 30, -0001
Downloaded65 times
CategoriesResearch

Description

More and more businesses are now concerned with increasing the productivity of their marketing efforts, especially in their marketingresearch departments. Whereas functions like sales can typically demonstrate their impact on the bottom line via metrics, such as number of leads generated or sales figures, marketing research departments are hard-pressed to provide such proof. Typical marketing research departments are becoming increasingly sophisticated not only through research methodologies employed, but also in terms of the statistical techniques used. Yet their impact or clout within the larger firm has not increased correspondingly.Most managers think marketing research is irrelevant to the firmås ROI.

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INDUSTRY GLOSSARY

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