The size and organizational form of the marketing research function is usually independent of the structure of the company.

Question

Quizplus · Accepted Answer

The size and organizational form of the marketing research function should align with the structure of the company. For example, if the company is highly decentralized, the marketing research function may need to be decentralized as well to ensure that research is conducted in different regions or departments. Similarly, if the company is highly centralized, the marketing research function may need to be centralized to ensure consistency and coordination in research efforts.

The Size and Organizational Form of the Marketing Research Function