HOW IS MARKETING RESEARCH USED IN OUR BALANCED SCORECARD AND PERFORMANCE IMPROVEMENT PROGRAMS (SIX SIGMA)? Marketing research links essential measures to business objectives throughout the organization ANSWERS • Augments your internal data with external or   marketplace data • Helps your company prioritize its performance   improvement efforts • Allows your company to fully monitor its progress   toward goals • Provides a means to quickly identify the need for   strategic and tactical adjustments