Knowledge is the fuel powering all decision making. Good knowledge will result in good decisions and poor or inadequate knowledge will lead to bad decisions. Obtaining market information is a skilled process following a set of clear routines and using a wide range of resources.

This audit shows how to:

• define the information required for good decision making
• define a research project and set a research budget
• work with research consultants
• initiate and monitor a research project
• assess the quality of the results and integrate them into market planning