Establishing objectives with client is vital to success of research project

Schmalensee, Diane H.
January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p17
Trade Publication
The article focuses on the objectives which need to be established to attain success in a marketing research project. Objectives serve as a foundation in the success of project. Objectives should be limited to make it easier to keep track of them and determine the most appropriate methodology. Market researchers are guided by the objectives in developing good research and hence helps the client in evaluating the final product. The description regarding the background and objectives should be short and in writing to verify that the key objectives have been identified. Clients are thankful for this effort as the decisions they have to make, when the project is completed, become simpler.


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