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Research: Research and the Bottom Line « Research « Industry Resources « Downloads
|Date posted||November 30, -0001|
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.