Commercial style market research for Navy activities
Yoder, Elliott Cory
Gates, William R.
Adams, Rebecca J.
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This thesis investigates the nature and functions of commercial style market research. It examines the issues and barriers which face Navy contracting personnel should commercial style market research be assimilated and employed at contracting activities. It specifically considers an acquisition environment characterized by a downsized infrastructure and rapidly changing technological environment. Commercial entities have been successfully using market research to make better qualified business decisions. Can commercial style market research be successfully applied to Navy acquisition activities? The conclusion is that Navy activities can and should use the successful market research practices of commercial business. However, the Navy manager must be cognizant of the potential barriers to effective and efficient market research which face the Navy as well as the commercial manager. The barriers must be overcome and/or their effects mitigated in order to successfully employ market research. This thesis explores barriers and possible solutions.
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