How to measure and improve the performance of the marketing research function within user companies? (French)
This document describes the method of survey and analysis used to evaluate the performances of the "market research" function in twelve companies belonging to the BSN group. The principal objectives of this project were the following: - to formulate operational criteria for evaluating the market research function in a company; - to devise measurement tools corresponding to such criteria; - to apply these tools of evaluation within the framework of an audit of the companies being considered; - from the audit results, to formulate recommendations in the area of organisational structures, procedures and product manager training, with a view to improve the performances of the market research function.
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