Selecting an outside research firm

In the case of selecting an ongoing research service, the buyer must think not only of the dependability of the research method offered, but also about whether the research firm is likely to stay in business. For services with standardised procedures, the crucial element is whether the concept of the procedure selected can produce the information deemed necessary. Quality of work is important but the probability is that a research firm would not still be in business if the quality of its work were poor.

In selecting an outside agency, account should be taken of the degree to which an in-depth knowledge of the employing company and its field is required and the agency's skill in the type of study to be undertaken. An outside agency often needs some weeks of training or instruction about the company and its marketing problems before it can understand what the client requires.

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