How to audit marketing research

Abstract

Marketing research may provide one of the main flows of information in the company, involving data describing and analysing the marketplace, the effectiveness of the marketing programme and the general marketing environment. If used fully, this information should have a fundamental effect on general management decisions and therefore on functional managers outside the marketing department. Here, Nigel Piercy suggests a framework for managers to assess and validate marketing research findings presented to them.

Citation

(1978), "How to audit marketing research", Industrial Management, Vol. 78 No. 11, pp. 28-34. https://doi.org/10.1108/eb056899