Some of the necessary conditions for the conduct of each individual research project include, conducting the study on-time, within budget, with attractive graphics, and with clear and concise communication of results and conclusions.  

All of these combined, however, are not sufficient conditions for a successful study.  There is absolutely no value in meeting a schedule, staying within budget, preparing fancy graphics, and presenting results in a professional manner, if the results that are being presented are in error, or are in some way biased.   A biased, inaccurate number will never be distinguishable from an unbiased, accurate number when the study is over, but its impacts will undoubtedly resurface in a negative way at some point in the future. 

Science comes into play in the selection of appropriate methodologies, in the design and application of reliable and valid sample plans, in the construction of appropriate questions and response categories, in the meticulous detail adhered to in the data gathering process, and in the dedicated application of the most appropriate analytical techniques.  

"No matter how deeply involved we become in the nitty-gritty details of the execution of a research project, we will never forget there is always an underlying purpose behind the process."

Research can, and unfortunately, often does, take on a life of its own.  Research is often applied as a process without sufficient consideration given to the underlying purpose behind the research. Getting a sample plan developed can easily become more important than developing an optimal sample plan.  Forming questions that can be understood by respondents, and answer categories they can choose from, can easily be take precedence over whether or not the actual questions asked, and the responses obtained actually provide meaningful, actionable information to serve the underlying purpose of the research.

Total quantity of interviews conducted can easily become more important than the quality of interviews.  Getting enough responses, reaching the total sample size in a contract can easily become more important than getting accurate, meaningful, useful responses. 
 
Researchers can always do one of two things:  1) they can pound nails and at times obtain a handsome paycheck for doing so, or 2) they can pound nails and help build someone a house.  A carpenter who simply pounds nails, and doesn’t recognize he/she is building a house can meet all contract requirements and yet build a very awful looking house

"To the extent possible, we will treat each research project as if it is part of a partnership with our client."

We will recognize that overall, long term stability and profits for ourselves will depend more on our ability to form successful partnerships, than it will on our ability to make a large profit on any given study.  And, our most successful sales and marketing programs will always be the quality of the research we conduct for our partners.
 
We will treat every research project as if it is our own money that is paying for the project.  We will likely never see a client with an unlimited budget for research. Our success will be directly tied to the success of our clients.  Make every research dollar count. Give the best possible research value for each client dollar spent, and, that, over the long run, will produce the greatest profitability for them and for us.  
             
Provide research skills and capabilities that will act as an extension of our clients’ internal capabilities.  To the extent possible, treat each and every client as if they are our only client.   Let each client know we will be available to them whenever needed, for whatever purpose, and for as long as is necessary, to ensure the successful execution and completion of a research study.  
 
Recognize that we will always be working for individuals as well as corporations.  Even when conducting research for multi-billion dollar companies, it is likely to be one individual, or a select number of individuals, for whom we will be directly working.  These individuals have their own goals, their own aspirations, their own reputations, in fact, their own jobs on the line.  Our research performance will reflect either positively or negatively on individuals, and we must always be cognizant of this fact.