Performance research

Performance research is concerned with assessing how well recommended marketing actions are being carried out and what benefits in terms of the objectives set are being realised. Performance research monitors the effectiveness of marketing management. It questions the definition of the problem that has directed the work to date. It makes one review whether a new study is desirable because certain questions remain unsatisfactorily resolved.

Marketing research provides information for marketing decision making and problem solving and it may thus be regarded as part of the marketing information system. In the last chapter in the book, we look in detail at the marketing information system. However, because of its relationship to marketing research we introduce the subject in this chapter.

Online Survey Champion

Online Survey Champion

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