Increasing the Effectiveness of Marketing Research
指出营销研究常被忽视或误用，提出将研究关联营销规划与信息系统、以决策为导向可提升其有效性。
Marketing research is too often neglected, misdirected, or misused. Useful marketing research results when it is linked to the marketing planning and information system and guided by a decision-motivated research purpose.