Question: What information is gathered ? Issue: Is it relevant ?

Question: When has it been gathered ? Issue : Is it outdated ?

Question ; Where has it been gathered ? Issue : Is it from markets similar to those of our products ?

Question : How has the information been gathered ? Issue : Was the methodology appropriate ?

Question: Who sponsored the research ? Issue : Are they objective ?

Question : Who conducted the research ? Issue : Are they competent ?

Question : Who gave the information ?  Issue : Are they representative of the target audience ?

Question : Who reported the information ? Issue : Are they objective ?