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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
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ISO Certification: 9001:2015
Publication Fee: 599/- INR
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 11

Published on: November 2026

AN ASSESSMENT OF MARKET RESEARCH EFFECTIVENESS IN STRATEGIC MARKETING DECISION-MAKING AT GRAND VIEW RESEARCH INC.

Kashish Khandelwal

Dr. Rajlaxmi Pujar

MBA Student, School of Business MBA, Indira University, Pune
DOI:https://doi.org/10.55041/ijcope.v2i11.045

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Abstract

India’s research and insights industry reached approximately Rs. 29,008 crore (USD 3.5 billion) in FY2025, growing 10.9 per cent from Rs. 26,300 crore, according to the Market Research Society of India (MRSI). This paper assesses how effectively market research supports strategic marketing decision-making at Grand View Research Inc. (GVR). A descriptive, quantitative design was used, with primary data from 50 GVR employees collected through a structured 20-question questionnaire using convenience sampling and analysed through frequency, percentage and mean scores. Perceptions were positive: average mean scores were 3.91 for Market Research Effectiveness, 3.66 for Strategic Market Understanding and 3.90 for Strategic Marketing Decision-Making, and 94 per cent agreed that effective market research contributes significantly to better strategic marketing decisions. Timeliness (mean 3.60), changing market conditions and a lack of actionable insights were the main concerns.

Keywords: Market Research, Market Intelligence, Strategic Marketing Decision-Making, Market Orientation, Grand View Research

How to Cite this Paper

Khandelwal, K. (2026). An Assessment of Market Research Effectiveness in Strategic Marketing Decision-Making at Grand View Research Inc.. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(11), 1-9. https://doi.org/10.55041/ijcope.v2i11.045

Khandelwal, Kashish. "An Assessment of Market Research Effectiveness in Strategic Marketing Decision-Making at Grand View Research Inc.." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 11, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i11.045.

Khandelwal, Kashish. "An Assessment of Market Research Effectiveness in Strategic Marketing Decision-Making at Grand View Research Inc.." International Journal of Creative and Open Research in Engineering and Management 02, no. 11 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i11.045.

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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Nov 11 2026
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