EVALUATING MARKETING INFORMATION

In a rapidly changing situation in which the marketing environment is becoming more complex, retail managers are becoming more intensive users of marketing information of various kinds. Nigel Piercy makes the case that the quality of marketing information varies, and that particularly in the case of surveys and tests, there is a need for information to be evaluated before reliance is placed on it for making decisions. This article offers guidelines for such evaluation which may be adapted to various situations.