Commercial Style Market Research for Navy Activities

Abstract

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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Document Details

Document Type
Technical Report
Publication Date
Dec 01, 1993
Accession Number
ADA277038

Entities

People

  • Elliott C. Yoder

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Biomedical
  • Energy and Power Technologies
  • Human Systems
  • Space
  • Weapons Technologies

DTIC Thesaurus Topics

  • Acquisition
  • Business Administration
  • Commerce
  • Composite Materials
  • Contracts
  • Employment
  • Government Procurement
  • Governments
  • Information Systems
  • Management Personnel
  • Market Research
  • Marketing
  • Military Acquisition
  • Naval Procurement
  • Organizational Structure
  • Personnel Management
  • Procurement

Readers

  • Defense Acquisition Program Management
  • Economics