In a short essay, discuss why it is important to evaluate a marketing research project. Include a listing of at least five specific questions that should be asked when evaluating the marketing research project

What will be an ideal response?

Every marketing research project provides an opportunity for learning, and the researcher should critically evaluate the entire project to obtain new insights and knowledge. The key question to ask is, "Could this project have been conducted more effectively or efficiently?" This question raises several more specific questions. Could the problem have been defined differently so as to enhance the value of the project to the client or reduce the cost? Could a different approach have yielded better results? Was the research design the best? How about the mode of data collection? Should mall intercepts have been used instead of telephone interviews? Was the sampling plan the most appropriate? Were the sources of possible design error correctly anticipated and kept under control, at least in a qualitative sense? If not, what changes could have been made? The insights gained from such an evaluation will benefit the researcher and subsequent projects.