Management of the market research client/agency relationship
While it is vital that market research information should be accurate, other criteria are also important in evaluating the success of a market research project. Was the information also timely, relevant, and unique? Much effort in marketing research is devoted to enhancing research accuracy, an objective that is primarily met by improving the technical design of research instruments and analytical methods. The central argument of this chapter is that timeliness, relevance, and uniqueness can be improved by more effective management of the relationship between the user of research (the client) and the provider (the agency).