Which term best fits, research focused on assessing the effectiveness of a specific marketing tool or tactic?

Question

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Marketing research is the process that links the consumer, customer, and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. It specifically includes the assessment of the effectiveness of marketing tools or tactics.

Which Term Best Fits, Research Focused on Assessing the Effectiveness