The market research audit West, Christopher A structured self-assessment to analyze the effectiveness of your market research and information gathering functions

This is a step-by-step guide to gathering and using marketing information. If you don't have a Market Research or Marketing Information Department, use the framework given here to create one. If you do, use the audit to check that it works properly and effectively. The self-assessment audit is broken into two parts. The first helps you to assess accurately your information requirements. The second helps you look in detail at the ways in which you acquire market information. Here's how you'll work with the audit framework: Define your market information needs Assess your internal sources of information; Specify additional information needs; Set a research budget; Specify ways of getting the information; Define the best data collection methods; Prepare a research brief; Manage the research process and assess results; Set up a Marketing Information System. Each step includes a self-assessment checklist and summary and best practice tips are given throughout.