e视人苦 LEARNING OBJECTIVES After completing this topic, you should know Know what constitutes good marketing research Know what are good metrics for measuring marketing productivity Know how marketers can assess their returns on investment of marketing expenditures 2008-3-142008-3-14 2 LEARNING OBJECTIVES • After completing this topic, you should know: – Know what constitutes good marketing research – Know what are good metrics for measuring marketing productivity – Know how marketers can assess their returns on investment of marketing expenditures