Abstract:

The use of research by local companies in the Middle East region is increasing. While these companies understand the value of research and, in broad terms, what they want from a study, the buyers are often non- researchers who do not fully appreciate the level and type of input required by the research agency. This paper aims to assist such buyers by demonstrating the importance of the research brief, what it should contain and why that input is required. It also discusses problem definition and how the agency can help in this respect.