Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 493-500
Published online 2013-04-24

Measuring the effectiveness of marketing activities use in relation to company size

Lucie Sychrová

Institute of Management, Faculty of Business and Management, Brno University of Technology, Kolejní 2906/4, 612 00 Brno, Czech Republic

The aim of this paper is to research the relationship between measurements of effectiveness of marketing activities and company size. An analysis of the economic sources, professional publications, analysis and reports of previous research shows that the concept of measuring of effectiveness is one of the key themes, which economists always pay much attention. It is a criterion that helps to rationally decide on the use limited resources to meet the needs that are not limited. This topic deals with numerous domestic and foreign literatures. The authors are not only different concepts of effectiveness, but also the using terminology. There are multiple definitions of terms “effectiveness” For the same purpose and meaning. The same concept is often defined semantically different. Therefore, every company has a strong interest to be in all their activities more effectively than the competition. Logical response to changes and requirements of nowadays is using a combination of lot of methods to measure marketing effectiveness. Methods used for this article includes two phases. The first it was gained date by primary research, using a structure questionnaire and processed by statistical software SPSS. Research sample consists 115 companies operating in the Czech environment, which was chosen at random. There is investigated the correlation between measuring the effectiveness of marketing activities and company size. The second part investigated the dependence between the choice of metrics used to measure the effectiveness and company size. The results of the research showed that there is no correlation between measuring the effectiveness of marketing activities and company size. The value of Pearson Chi-Square test is greater than 0.05, it is 0.187. We can presume that dependency does not exist or it is small for these. Value of Symmetric measures is 0.432, which means that the intensity tends to be small rather than high.


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