(ROI)The final factor being examined is the Return on Investment (ROI). This is where the accountable returns are gauged to determine if the proposed program is worthwhile. According to Du (1996), the ROI method is simple to use, but it does not take into account the time value of money or the risk of not receiving the benefits required from the system. Because of this, many organizations are attempting to utilize new technologies to give businesses the tools necessary to better forecast ROI. For instance, according to Blankenhorn (1999), DoubleClick, Inc., a web based marketing network has put forth a program that enables a company to forecast its online marketing ROI. It is their focus in this area to develop a suite of products that are driven on the premise of ROI. This enables an advertiser to use the Internet medium to build a stronger advertising base while enhancing their ROI.Research The final category is research; research is paramount to the success of any program, campaign or organizational change process. It has even been said that "a problem well-defined is a problem half-solved" (Erekson et al). Three key elements within research techniques are (1) personal interviews, (2) focus groups, and (3) test marketing. And again, as shown in the past two sections, there will be company examples showing where these practices have been used effectively in an organizational setting. Personal InterviewsPhillip Kotler states that personal interviewing can take two forms, arranged interviews and intercept interviews. Arranged interviews are just that, interviews that are arranged with a person or groups of people fitting a certain profile. Intercept interviews are generally interviews held at random where people are stopped, perhaps in a mall or workplace and asked questions. Overall, though, the internal workings of the process remain the same.Interviews are generally conducted with a specific audience, and the questions a...
