Measuring ROI for Market Research

According to Nick Hague, 74% of Pharma companies do not calculate their ROI for market research. Of that 74%, 39% don't do any sort of performance measurement and the others rely on the satisfaction levels of their internal clients for research. Most of the companies believe that the more general the market research objective is, the harder it is to calculate the ROI for the market research.

What do you think about this? One of the major reasons Pharma companies don't do market research is because the fact that market research comes so early in the chain of events leading to a project launch ' it is far removed from the end result. What do you think? Do you agree with this?