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| Author: | Tanner, V. |
| Title: | Using investment-based techniques to prove the bottom line value of research and give CEOs what they want |
| Journal: | International Journal of Market Research
2006 : VOL. 48:4, p.117-138 |
| Index terms: | chief executive officers research |
| Freeterms: | bottom line |
| Language: | eng |
| Abstract: | This paper aims to advance practically the dialogue in the market research industry about how researchers can close the gap between executive decision making and market research management. CEOs talk in terms of results and research managers use terms like share of voice and brand awareness. This difference in style is one of the key reasons why market research is treated as a cost rather than investment. This paper outlines how to close the gap and initial implementation steps that the market research managers can take to ensure that their clients maximise the ROI on key activities and research gains the profile with senior management it needs to close this gap. |
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