Why single measures are not enough

Clients want marketing research that informs them about what actions they should take, not only what their current situation is.

Why Single Measures are not Enough

Examples from advertising research

Lars Bergvist Stockholm School of Economics

INTRODUCTION

There is increasing demand from clients that marketing research should produce results that can be used for action. Clients not only want numbers that describe their present situation, but they also want to know what they should do to improve their future situation. It is, for example, not enough to know that the customers are satisfied today, the client also wants to know how to improve their satisfaction tomorrow.

This means that researchers in most cases cannot rely on single measures treated...

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