Whatever the measure chosen,any effort to meaningfully assess marcom performance necessitates having data that are _____.

Question

Quizplus · Accepted Answer

The most important aspect in assessing marcom performance is to have data that are reliable (i.e., consistent in measurement) and valid (i.e., accurately measure what they claim to measure). Short-term vs. long-term, communication-based vs. sales-based, and representative vs. normal measures may also be important considerations, but they are secondary to the need for reliable and valid data. Normal vs. bi-modal measures are not relevant to the assessment of marcom performance.

Whatever the Measure Chosen,any Effort to Meaningfully Assess Marcom Performance