Research is a valuable tool which can greatly increase the effectiveness of management efforts and decrease risk. The progressive organization needs research in order to realize growth potential and increase the accuracy of decision-making. The benefits are many:

• A common base of information for decisions
• Facts rather than hunches
• Awareness of who comprises the market of interest
• Advance knowledge of the response to action alternatives
• Ability to measure with precision the effectiveness of past actions
• Awareness of trends and changes in demand
• Understanding of why people act as they do
• Economy in learning how to more efficiently
    communicate with the market
• Knowing your vulnerabilities and how they can be strengthened
• Cohesive, unified action and increased initiative
• New concepts and ideas

Copyright 2003 by Jefferson Davis Associates, Inc. All rights reserved.