Considerations for hiring Outside Marketing Research Agencies

There are several dimensions which need to be kept in view while selecting an outside agency for conducting Marketing Research.

These considerations may be enumerated as below:

1. Technical Expertise 

The marketing researcher should know who is to undertake the study and what is his proficiency in marketing research.

The client firm may find that a research agency is good at basic studies but is not competent enough to undertake complex studies.

Some research agencies are poorly staffed and as such they should be avoided.

2. Objectivity 

The question of objectivity is very important. Outside agencies should be reputable for their objective approach in research projects.

3. Confidentiality 

The client firm must ensure that the research agency maintains strict confidentiality regarding the project.

4. Economic Factors 

A client firm may invite research proposals from more than one agency.

In such a case, it would choose the most economical agency.

However, client firms should not overlook the fact that some agencies are very economical, but at the same time their quality is also poor. Quality should not be compromised.

5. Timely submission of reports 

The client firm should enquire about the reputation of the research agency especially in relation to its timely submission of reports.

Sometimes, outside agencies are quick in taking up assignments from clients but are not so prompt in carrying out the task.

6. Experience of The Supplier

The client firm should ascertain the standing of the agency. While general experience is very important, relevant and specific research experience is what should be looked for. 

7. Reputation of the agency 

It is necessary to ensure that the agency has a good reputation. 

This consideration is important for lending credibility to the research findings. 

This is of special importance particularly when the client firm intends to use the study for creating an impact. 

Since no single agency is likely to be strong on all these considerations, it is necessary that the client firm adopt a reasonable approach in this regard. 

It should ascertain which of the above criteria are crucial for its research project and then to select an agency