Ensuring that money is being well spent is always imperative in business – even more so in such frugal times as these. Measuring return on investment can be fairly straightforward on certain occasions. Investments on tangible things (such as stocks, shares, products, etc) can be measured by the amount invested against the amount gained over a certain amount of time. However, measuring return on investments for less tangible things can be more difficult. For example, if a research agency were to conduct a piece of branding research for a Client, how does that Client measure how much of a return on investment it has got from the money paid for the research? If the branding of the company is changed as a result of the research, the amount of impact it has on the company could be huge, but is very difficult to quantify.

This podcast goes some way to explaining the issues highlighted above. It is based upon a white paper written by Paul Hague and Julia Cupman of B2B International entitled “Making effective business decisions: Measuring & maximising the return on investment of market research”.

For more information on this area or for more white papers, please visit our company website at www.b2binternational.com. Visit our b2b-blog for more audio content, free eBooks, and much more.This podcast is brought to you by Business 2 Business Market Research Specialists

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This entry was posted on Tuesday, May 26th, 2009 at 12:24 pm and is filed under Market Research, Podcast, Whitepapers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.