VP of Market Research at Industry Standard Research Kate Hammeke explains the importance of conducting decision-making process research for sales and marketing outreach.

Market research categorized as DMP/DMU (decision-making process/decisionmaking unit) studies may be conducted qualitatively, via in-depth interview, or quantitatively, via web-based survey. When it comes to outsourcing aspects of pharmaceutical development and commercialization, this type of research is focused on understanding the decision-making process when selecting a vendor and the decision-making unit, or group of people, involved in the vendor selection.
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