ABSTRACT
All is not well in the realm of market research. Every marketer is familiar with the old saying: “I know half of my advertising budget is wasted, but I’m not sure which half.” This can be transmuted to the market research function as, “I know half my market research budget is wasted, yet I also know I’m under-spending.” Too little is spent, often on the wrong type of research, and then insufficient action is taken.
