Planning an integrated marketing research program for continuing information needs

Assistance in problem definition when specific research seems called for

Decisions on the necessity of research in each instance

Choice between original research and available secondary source material

Recommendation between independent research study and use of available shared-cost or syndicated service

Planning study designs appropriate to research questions

Selection of most qualified suppliers

Evaluation of research cost estimates from suppliers

Project supervision

Assessment of research supplier reports

Recommendations on implementing research results

Assisting marketing management in new product development programs