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A Haven For Straight Talk: <b>Bad Surveys Are Worse Than No Surveys</b>

By Second In A Series Of Articles About Measurement
October 01, 2004

Last month I wrote about the importance of measurement. Many firms do little or no marketing measurement and are surprised when their programs yield no definitive results. I've said it before (but not, I think, in this column), and I'll say it again ' marketing without measurement is like basketball without baskets; lots of dribbling, but not much point to it.

Marketing measurements generally come in two flavors; quantitative and qualitative. We'll talk next month about some quantitative measurements relative to marketing at your firm. This month, though, we'll discuss the ever-popular survey. On a scale of 1-7, how likely are you to read the rest of this article?

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