The Hilti construction tool company conducted marketing research and discovered that one of its power tools was too difficult for customers to find and purchase. Hilti redesigned its website information to highlight the tool, retrained its sales staff, prominently featured the tool in trade magazines, and simplified the its purchasing process. What important step in the process did the Hilti company forget to do?

The correct answer is Measure the impact and results from all of those changes and make additional adjustments.

Explanation:

Impact evaluation measures the difference between what happened having implemented the program and what would have happened without it. Responds to the question, "How much of the observed change in the target population (if any) occurred due to the program or intervention? "

Rigorous research designs are required for this level of evaluation. It is the most complex and intensive type of evaluation; incorporates methods such as random selection, control and comparison groups. These methods serve to:

Establish causal links, or relationships, between the activities that are carried out and the desired results. Identify and isolate any external factors that may influence the desired result.