An essential point to note for the organization wishing to use research data is that it is equally important to set up an adequate system for using the data when it has been acquired, as it is to set up the information acquisition system in the first place. As with all other services that an organization needs, acquiring useful and usable information costs both time and money. If research is to be used effectively by the organization, then someone within it must be designated as having a primary responsibility for this and be given time to discharge that responsibility properly. The acquisition of market research data costs money and the information product is like most other products, in that the organization seriously wanting to get started on using market research intelligently must be prepared to devote adequate personnel and financial resources to it. Some suggestions follow as to what this might mean in practice.

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