Respondents were asked what they know of the organisation in open-ended questioning. Indeed, that is the case. Respondents who claimed that they would give members a competitive edge were asked a parallel question about how that competitive edge could be strengthened. Responses were similar to those who would not give membership a competitive edge. Buyers Preoccupations Buyers are straightforward in their thinking about the market-related benefits of research.
Buyers greatest worries or anxieties about research and research suppliers are also straightforward.
They seem a lot more preoccupied with the quality of data than with the quality of methods, analysis, and knowledge of the client s business. Respondents were asked a battery of questions about their concerns as research buyers. Buyers were asked to stipulate how much time they devote to non-research activities, conducting their own research, buying or supervising external research, or applying the fruits of externally conducted research. To the extent that their time is research focused, buyers tend to divide their time between supervision of research and actioning the findings from research. About one-fourth have a community college background or exposure.