Factors Affecting the Use of Information in the Evaluation of Marketing Communications Productivity

Most prior research on the use of marketing information has studied antecedents of the use of information in new product strategy decisions. A study investigates factors that are related to the use of marketing information in the evaluation of marketing communications productivity. A conceptual framework explaining the use of information to evaluate marketing communications productivity is developed and tested. Collected survey data indicate that information quality, organization formalization, task complexity, market turbulence, rationality of decision style, and group involvement are all positively related to the use of information in assessing marketing communications productivity.