Develop your research plan. Standardize your research policies. Create requests for proposals to obtain the best research results. Implement your research to gain the most for your research dollars. If your answers aren't all positive, then your research process needs attention.
Research raises customer and employee expectations.
If you can't guarantee follow through, don't conduct the research. Corporate data mining of customer information should yield extensive return on investment. If you are not going to utilize the data, don't collect it. No research should be completed in a vacuum. Through situation assessments, the researchers should understand the context of the research and all client needs.