Volume ǀ issue ǀ

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ISSUE 4 
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2022
Scientific Journal Impact Factor (SJIF 2022=4.63) 
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11 
UZBEKISTAN |
www.caajsr.uz
 
 
It was possible to understand how effectively marketing research was mainly in 
two ways - economic and statistical, conducting complex mathematical calculations or 
empirical, that is, to test in practice - wether the study helped or not. To date, there is no 
common approach developed to assess the effectiveness of marketing research. This 
makes it difficult to estimate the effectiveness of these costs. 
The need to develop a unified approach to assessing the effectiveness of marketing 
research is also due to the need for an integrated approach to assessing the effectiveness 
of all marketing activities, which includes marketing research. 
The lack of a unified integrated approach in assessing the effectiveness of 
marketing research so far is a consequence of a number of factors related to the 
specifics of marketing research [2] 
Marketing research - is not a tool for financial profit, which means that the result of 
this activity cannot be directly expressed in financial indicators. 
• There is a time delay between the receipt of information
and the implementation of 
decisions made on their basis. 
• Difficulty in identifying the result resulting from marketing research among a 
number of other factors. 
• Indirect impact of marketing research on the company's final results. 
The main difficulty of evaluating the effectiveness of marketing research is to determine 
the value of the information obtained from these studies. 
Quantitative measures of the value of information were considered in the works of 
scientists A.A. Kharkevich and M.M. Bongard, who established the connection between 
pragmatic information and quantitative measures of value with the concept of goal and 
targeted behavior. An approach to determine the value of information using game 
theory and decision theory is also correlated with research. In this case, the value of the 
information can be determined as the difference between the result of decisions made 
using this information and without it. In this case, the Solution Tree method is used. 
Deterministic methods are also proposed, according to which the value of information 
from conducting studies is defined as the difference between the estimate of the costs 
associated with error as a result of the lack of research (additional information) and 
cost. 
Key performance indicators (KPIs) for marketing measure progress towards your 
rategic marketing goals. Focusing on the right metrics and selecting the most 
appropriate marketing KPIs for your business is essential to the success of your 
marketing strategy. All good marketing KPIs are directly related to business growth.
Using a structural and functional approach, we will consider the process of evaluating 
the performance of marketing research. We will define the KPI performance criteria for 

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CENTRAL ASIAN ACADEMIC JOURNAL 
OF SCIENTIFIC RESEARCH 
ISSN: 2181-2489 
VOLUME 2