If and when the answer to Step 1 is 'yes', then the next stage is to define a piece of research required by your organization that will be of indisputable value to it. Chapter 2 should assist in this process. Identify an important decision that has to be made by the organization and indicate in writing exactly how the use of marketing research will improve the decisionmaking situation. Use this as a basis for lobbying the pursestring holders above you, in favour of commissioning a marketing research survey. Repeat the process on appropriate occasions, as suitable decisions arise within the organization for which you believe marketing research could provide a valuable input, until you are successful.

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