Market research is the process of gathering and recording in a systematic way the data about customers, competitors and the market and then analyzing the data to get the required information about their behavior and how to manipulate them to the benefit of your company or your product (QuickMBA, 1998). Marketing research is one of the first steps in the process of marketing a new product or an existing product or services, a method that involves the market demand and supply analysis. Marketing research information technology is important since it can be used in describing the needs of the overall acquisition strategy, in addition to recognizing the terms, conditions and practices appropriate for the items being acquired. The information obtained from the process of marketing research helps the organization doing the acquisition establish the integration of technology, cost, adaptation cycle time, competition, sustainability among other factors of the items being acquired. Market research can be categorized in the forms of audience research, brand research, psychological research, scanner research, database research and post sales or customer satisfaction research.
The first step in the process involves the definition of the marketing problem the researcher would wish to address and this should include stating the final solution that the research is expected to get. Before the researcher set out to solve the problem, he should first determine the type of information that is needed to solve the problem and the sources the information will come from. It is advisable at this point to make a preliminary investigation so as to develop tentative answers to the problem under investigation and then test the answer during the next stage of the process. The next step is where the research is planned and this step involves deciding on suitable data collecting techniques and the sample size. The fourth step is where the data is actually gathered and the final step includes the process of the analysis interpretation and making a conclusion on the information that has been collected. The findings thus obtained are interpreted in the context of the marketing strategy of the company, business or the government.
[...] In line with this market research becomes important prior to soliciting form bids or proposals for the contract .commercial items are also supposed to be acquired in commercial manner a condition that enhances the tailoring and solicitation for the contract terms and conditions consistent with customary commercial performances. The part 10 of the federal regulations prescribes the policies and the procedures for conduction of market research to arrive at the most desirable method of acquisition, distribution and supporting supplies for the services. [...]
[...] Market research for acquisition is necessary to be done with regard to the timing and the depth that are relevant with the value and the complexity of the procurement. The step towards the accomplishments of the market surveillance can take two phases: the first one is the market surveillance that involves a list of all the acquisition activities to be performed by the personnel in order to stay abreast with the technology and the latest product developments in respective areas of expertise. [...]
[...] The need for a market research by the government arises from the regulation in the federal acquisition streamline act of 1994 (FASA) provides guidance in the conduction of market research by the federal agencies so as to meet the specific requirements as stipulated by the law (QuickMBA, 1998). In the government sector market research information technology is essential in the use of the commercial items to meet government needs to expand the industrial base necessary for the meting the needs and the objectives of the budget in addition to other benefits. Like the reduced rate of acquisition and cycle times. It also becomes essential in leveraging and the commercial market for the achievement of system management objectives of the government agencies. [...]
[...] Since the need is better defined through the process of requirement analysis, market research should be used as a guide to ensure that the prerequisite documentation is able to steer the procurement planning to the best decision for the government. Order should be in a way that the commercial item should be given first priority then the non- developmental item comes second, and lastly the new developments. Consistency should be maintained at all times between the missions the performance steps are to undertake and the requirements to undertake the mission as a check of the rationality of the acquisition process (QuickMBA, 1998). [...]
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