Why shouldn a company conduct their own surveys or focus groups?
Conducting quality market research requires skill, experience, objectivity, and time. Market research is a profession. Most non-researchers do not have the skill and experience in developing the questions and analyzing research results. Research questions that are poorly worded cause misleading, inaccurate results. Furthermore, the ownership, management, and employees of a company often do not bring the necessary objectivity to the research, nor do they have the time to set up, conduct, input data, and analyze the research results. In defending a lawsuit, few companies would attempt to represent themselves in court. In a tax audit, most businesses would not choose to face the IRS alone. Businesses depend on professional service providers with the knowledge, experience, and objectivity to represent them in such important matters. Since research results often have a major impact on a company’s strategy and tactics, it makes sense to depend on a knowledgeable, experienced, objective profe
