Why is it important to measure along the way, the progress of tactical steps in a company's marketing strategy, rather than only measuring them at the end? Identify two practical measurement techniques, and describe how they could be used to measure tactical progress. Why should strategists bear in mind that the results of a given measurement technique could be potentially misleading, rather than act as a definitive measure of tactical progress? (Hint: consider possible issues such as market volatility, data validity and reliability, and researcher bias.)