What type of measure would you use to assess changes in sales volume after implementing a new marketing strategy?

Using an outcome measure to assess changes in sales volume after implementing a new marketing strategy is appropriate because outcome measures focus on the end results of an initiative. They help evaluate the effectiveness of a strategy by determining whether the desired results—in this case, increased sales volumes—have been achieved.

When implementing a marketing strategy, the ultimate goal is often to see a tangible increase in sales, profit, or market share, which are all indicators of successful outcomes. By analyzing sales volume as an outcome measure, businesses can gauge the direct impact of their marketing strategies and make informed decisions about future efforts. This process is vital for understanding how well the changes resonate with customers and contribute to the organization's overall performance.

In contrast, the other types of measures, such as lead measures, input measures, and action measures, focus on different aspects of performance. Lead measures are predictive and focus on the activities and behaviors that drive outcomes, while input measures evaluate the resources or efforts put into a process. Action measures track specific actions taken to implement a strategy. Although these can provide valuable information, they do not directly assess the overarching success of the marketing strategy in terms of sales performance.