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RESEARCH RATIONALE AND AGENDA This paper as a sequel to a preceding conceptual one by both authors, aims to contribute to bridging and evident research gap on how far making marketing research more philosophical through the science of logic can pay off, arguably , in terms of optimization of marketing performance indicators with special emphasis on marketing ROI. Theoretical analysis of annotated bibliographical literature on logic of marketing research process and deliverables along with subsequent meta-analysis of real marketing research reports are the main research methodologies adopted for this highly iterative agenda. The research concludes with developing a conceptual framework and research hypothesis which are empirically tested as illustrated to bridge the research gap. Accordingly, this research has relied on systematic theoretical analysis of annotated bibliographical review of literature on the genesis and recent advances of the science of logic and their argued interventions in the marketing research process. Additionally the same methodology has been followed to trace how this logic of marketing research could reflect on reaching higher levels of marketing ROI. Eventually, a meta-analysis of real marketing research reports is devised to test the research hypothesis with a view toward substantiating empirically how the extent of following various underlying dimensions of logic of marketing research can influence the optimization of marketing ROI within those specific marketing problems and opportunities tackled by the selected marketing research reports.

The Impact of Logic of Marketing Research on Marketing ROI: Theoretical Analysis and Empirical Investigation