Improving the methodology for assessing the effectiveness of marketing research in the field of freight transportation

Abstract

This article presents a multidimensional framework for evaluating the effectiveness of marketing research in freight transportation. Drawing on both quantitative and qualitative methods, the study identifies and tests key performance indicators (KPIs) that integrate operational, strategic, and perceptual factors. Three freight companies—representing maritime, road, and rail transport—participated in a six-month pilot, applying the proposed framework to gauge the impact of marketing research on outcomes such as load factor, delivery accuracy, market expansion, and customer loyalty. Results indicate that the most reliable measures link marketing insights to operational efficiency and strategic growth; purely perceptual metrics, such as brand awareness, proved comparatively less predictive of sustained business improvements. Additionally, the study highlights the importance of internal alignment across marketing, operations, and finance divisions to ensure consistent data collection and maximize the benefits of research initiatives. The findings offer practical guidance for practitioners and researchers seeking a systematic, evidence-based approach to refining marketing strategies in the freight transportation sector.