Knowledge is Power:


Research Tips

The first step in any research endeavor or project is to define the research problem. An information gap is then recognized and research will be performed to close the gap giving management a clearer idea of how to proceed strategically. Alan R. Andreason has developed an interesting research model that essentialy, identifies what the final stage of the specific marketing or management decision will be and then works backward. He recommends the following procedures:

  • Determine how the research results will be implemented (which helps to define the problem). The work backwards from here.
  • To ensure the implementation of the results, determine what the final report will contain and look like.
  • Specify the analyses necessary to "fill the gaps" of information.
  • Determine the kind of data that must be assembled to carry out these analyses.
  • Scan primary and secondary sources to identify where this data can be obtained and whether or not it can be obtained quickly and cheaply.
  • If no such easy way out exists then design instruments and a sampling plan that will yield data to fit your requirements.
  • Carry out the field work. Be sure to collect only information that will help you solve your specific problem.
  • Do the analysis and watch it have its intended effect. (1)

    • Researching "Outside the Box"

    The Competitive Intelligence is found in a variety of areas. Sometimes, however, the most useful information is uncovered in areas unconnected with the question or decision at hand. As you do your research, you may also have times when you just can't find the answers you need. It is at these times when researching "outside the box" is necessary.

    Words of Wisdom

    "The most meaningful way to differentiate your company from your competition, the best way to put distance between you and the crowd, is to do an outstanding job with information. How you gather, manage, and use information will determine whether you win or lose."
    - Bill Gates, Business @ the Speed of Thought: Using a Digital Nervous System

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    If you have any suggestions, comments or questions, please contact The Competitive Intelligence Center.


    (1) Andreason, Alan R., "Backward Market Research", Harvard Business Review, May/June 1985: pp176-182.


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