Asked on 30 August
Our company is considering moving to a centralized research function. Especially in the current economy, we would like to leverage research more effectively from a data and budget perspective and prioritize/minimize access to customer lists.
Currently anyone with a research need in the business units can initiate a primary research project if they have the budget. They might come to corporate marketing if they need initial consultation but it is not required.
Does your company have a centralized or decentralized research function? What are the pros and cons of each, and what are the general firmographics of your company? (size, approximate revenue).
Topic: Staff Organization
Members of this group share their perspectives and past experiences on primary research projects. Peers provide feedback on methodologies, suppliers, study design, analysis techniques, communication strategies, and any other issue faced during primary research.
Go to the CEB Market Insights Leadership Council Website
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Gail Hankin Research Analyst
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