An Assessment of Market Research Effectiveness in Strategic Marketing Decision-Making at Grand View Research Inc.

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