The guidelines for selecting an external marketing research supplier are:

(a) The firm selected should be capable of working on the project. This means that the firm should have the appropriate resources, such as well-trained employees, facilities for fieldwork, and good data analysis capabilities.

(b) The firm should possess a high degree of technical competence.

(c) The client and the supplier should cooperate with one another and maintain a professional relationship.

(d) Good communication between the client and the supplier is essential to the success of a project.

(e) The supplier should provide supervision and control of the fieldwork and other phases of the project and offer acceptable validation procedures.