Title: Guidance for the implementation of Market Research fundamentals at a Department of Defense Field Contracting Activity
Description: As a Federally mandated requirement, Market Research within the Federal Acquisition arena has made little progress since its inception well over a decade ago. It is the researcher's belief that the slow progress realized in the area of Market Research is in par due to Department of Defense Field Contracting Activities not really understanding how to incorporate the process into their existing routine and what skills are required of their personnel in order to effectively conduct Market Research. Furthermore, it is my belief that provided the proper guidance, or blueprint, field contracting managers will be less reluctant to incorporate a formalized Market Research process into their existing routine, and will realize greater success in doing so. This thesis will investigate, analyze and promulgate the means by which a Department of Defense Field Contracting Activity can evolve from an organization totally absent of any Market Research capabilities, to an activity which performs effective Market Research. This research provides managers of Department of Defense Field Contracting Activities a blueprint for the implementation and maintenance of an effective Market Research process within their organizations and the metrics necessary to gauge the level of effectiveness being achieved as a result.