Marketing measurement action research model

Abstract

Purpose

The paper aims to describe the purpose and objectives of research being carried out by a Cranfield School of Management forum – the Return on Marketing Investment Best Practice Research Club (RoMI) – into measuring marketing's performance, during which a model has been developed – the RoMI framework.

Design/methodology/approach

The paper shows the model as a whole and then discusses each element individually, in terms of the nature and role of each of them.

Findings

The paper finds that in many companies market segmentation is non‐existent or only dimly recognised rather than utilised, or has no external validity. It contends that, if companies could develop an appropriate framework of relevant measurements and systematically collect and capture data within the framework, then business cases for marketing activity could be built and considered in a more objective and informed manner. It claims that the RoMi Club model presented her provides a framework of measurements tailored to fit the needs of each company.

Originality/value

The paper provides interested companies with an explanation of the research approach, so that they can give it some thought while the field research takes place.

Citation

Woodburn, D. (2006), "Marketing measurement action research model", Measuring Business Excellence, Vol. 10 No. 2, pp. 50-64. https://doi.org/10.1108/13683040610668701