What is the primary purpose of market research?

The primary purpose of market research is to determine capabilities in the marketplace. This involves gathering information about the products and services available, as well as identifying potential vendors who can fulfill the needs of the government. By conducting market research, a Contracting Officer's Representative (COR) aims to understand the competitive landscape, which aids in making informed decisions about sourcing and procurement strategies.

This understanding of the marketplace not only helps identify qualified contractors but also ensures that the government can obtain the best value for its purchases, considering factors such as price, quality, and special capabilities. Market research thus serves as a foundation for effective contracting and contributes to successful acquisition outcomes.