What Is the "Return on Investment" in Marketing Research?

The article outlines the author's views on the return on investment in marketing research. A brief overview of the concept of profit accountability as a measurement of advertising effectiveness is presented, as well as methods by which the value of marketing research can be estimated. A mathematical formula for calculating a company's return on investment in marketing research is also analyzed. The author discusses the application of this measurement method to his company's marketing research operations, and also describes factors that could potentially inflate estimates.