THEORY OF EFFICIENCY MEASUREMENT IN MARKETING RESEARCH WITH REGRESSION AND STRUCTURAL EQUATIONS MODELS (Teoria pomiaru efektywnosci badan marketingowych w modelu regresji i rownan strukturalnych)
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Decision making by managers that is based on inefficient and ineffective marketing research may do harm putting a firm at risk. The minimization of such a risk is possible when an appropriate selection of analytical models is conducted, allowing a firm to measure the level and structure of efficiency related to marketing research expenditures and the real effects (economic results). In the first part of the article the author describes the essence and main problems associated with marketing research efficiency analysis. In the next part, a generalized model of marketing research efficiency is proposed with s discussion throwing light upon two important models: SEM (Structural Equations Model) and MRA (Multivariate Regression Analysis).
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