Marketing Research for Managers, 3rd Edition

11	How do you buy good research?

11.1	Introduction
11.2	Getting the research requirement right
11.3	Preparing the brief
11.4	Choosing the right agency
11.5	Checking that the agency does a good job
11.6	Learning from experience
11.7	Buying syndicated services
11.8	Evaluating other research reports
11.9	Summary

11.1 Introduction

‘Good’ research is research which produces findings that are directly useful to the manager and contribute to better decision making. The research answers the questions it was designed to answer and those questions were directly relevant to the problem. The research design was appropriate and it was well conducted, analysed and reported.

The art of buying good research is very much like ...