Proctor & Gamble Corporation spends $300 million dollars per
year on marketing research. $300 million. Per year. Not to market
its products; just to conduct applied research about its products.
Now given, that's worldwide and P&G is a huge organization with
a huge product line. And they are very profitable. Shouldn't that
suggest to us researchers and our program officers that formative
evaluation about dissemination messages and audience segments
deserves attention and funding?