Accession Number : ADA324454

Title :   Market Research in the United States Navy: A Study of the Skills and Tools Required to Conduct Market Research.

Descriptive Note : Master's thesis,

Corporate Author : NAVAL POSTGRADUATE SCHOOL MONTEREY CA

Personal Author(s) : Polowczyk, John P.

PDF Url : ADA324454

Report Date : DEC 1996

Pagination or Media Count : 130

Abstract : This thesis investigates the underlying policy guidance and the current skills and tools used in conducting market research within Department of the Navy procurement activities, and will explore the potential for future improvement in the market research process. The process of market research is explored by establishing what types of information are collected, who is collecting the information, and what tools and skills are currently utilized to both collect and analyze market information. This thesis also examines the application of Information Technology to the market research process. Market research is an essential part of advanced procurement planning and the procurement process. Detailed market research provides the procurement workforce with information in order to make better and more informed procurement decisions. New legislation has targeted market research as a tool to examine the commercial marketplace. This thesis examines the workforce perceptions in the market research process as well as recommendations on how the Department of the Navy might best improve the market research process.

Descriptors :   *NAVAL PROCUREMENT, POLICIES, MARKET RESEARCH, DECISION MAKING, INFORMATION SYSTEMS, SKILLS, TOOLS, THESES, NAVAL PLANNING, PERCEPTION.

Subject Categories : Economics and Cost Analysis
      Military Forces and Organizations

Distribution Statement : APPROVED FOR PUBLIC RELEASE