Editor's note: Maura Isaacs is executive vice president of Cincinnati based QFact Marketing Research, Inc.

As the economy puts increasing pressure on manufacturers to increase operating efficiency, in-house research staffs are pressed to provide more and better research with reduced staffs and smaller budgets. As a result. more and more researchers are turning to field management companies to increase their productivity while trimming their costs.

While this may be a very effective strategy, it is important to carefully consider several factors before selecting the field management company which best meets your needs. The following criteria should help you decide f field management is right for your company and which field management company best suits your specific needs.

Quite simply, field management is not for everyone. However. if one or more of the following conditions exist n your company or department, it nay be right for you:

  • You design and analyze or mod, rate some or all of your own research
  • Your staff is stretched to the limit
  • Your time is better spent dealing with clients than handling the details f fielding custom projects.
  • You demand value for your research dollar.

Once you've made the decision to try field management, it is important o select the company which best meets he specific needs of your organization. Consider the following factors when selecting a field management company:

Experience - How long has the company provided field management service? For what types of companies has the company worked? What is the company's track record on the types of projects or with the types of respondents you need most often?

Specialization - Many field management companies specialize in particular methodologies or study types such as large, difficult or on-going projects. Some have international expertise, others don't. Make certain that you get the most qualified company by probing their areas of expertise.

Data collection suppliers - Some field management companies also operate their own data collection or qualitative facilities. While this is neither good nor bad by definition, the slight edge goes to those who operate well-regarded facilities since they know what it takes to accomplish projects accurately and often provide more realistic expectations and more effective troubleshooting,

Additionally, probe their criteria for selecting the data collection companies to whom they field out work. Although your specific experience with various firms may be different from theirs, try to understand their basis for selection. Also, ask them how often and on what basis they review these suppliers.

Staff - The backgrounds of the staff and principals may be very telling. Probing length of time both in research and with the current firm may either be reassuring or send up red flags.

Resources--Make certain that the firm you select has the resources you most need in-house. Examples of this might include an inbound 800 number for status reports, sizable storage space and a fully equipped shipping department for product storage or experienced field auditors on staff. Over the long run, your costs will be lower given in-house availability of the services and facilities you most need. In addition, in-house resources may indicate the true volume of a particular type of project in which the company has indicated specialization.

Intangibles - Are you looking for a research partner, an extension of your company or department, or a supplier? How do the companies you interview view client relationships? What is the business philosophy of the companies you talk with'? Is that philosophy compatible with your own? What are the operating standards and quality control procedures? How much effort does each company put forth to answer your questions'? What is their level of detail orientation? And, most importantly, are you comfortable with the people you interview'?

If field management makes sense for your company or department, it's well worth your time to thoroughly screen a variety of firms. This effort will pay off in a shorter learning curve, clear expectations, enhanced productivity and better value for your research dollar.