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Integrated Marketing Association

Market Research

By Laura Patterson

Benchmarking: How to Determine the Value of Your Marketing Efforts

To survive and thrive in a competitive business environment, companies are being hammered to continuously adapt and deliver more, faster, better, and less expensively. How do you know whether you did? You need to establish and use the right metrics. For Marketers, metrics are the key to assessing and improving a company’s capabilities and processes. In […]

By Shawn Elledge

Market Research

Market research describes an organization’s process of gathering and interpreting data that ultimately provides valuable insight into their customers, their stance in relationship to competitors, and their industry as a whole. Market research has been made more accessible by big data—that is, the exponential increase in the amount of information generated by consumers and businesses […]

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