In this thesis, the topic of sourcing and procurement market research will be discussed. At the very beginning of the work, the concept of sourcing will be elaborated, primarily with a rough division into insourcing and outsourcing. By learning about sourcing, one gains an understanding of its importance for the purchasing process itself. Furthermore, the paper will deal with the concept of market research together with its role and importance in business, as well as connecting market research with influences on the procurement process. Procurement is an integral part of the operations of every business entity, and it can often take on global proportions. Efficient procurement is one of the key processes in sustainable business. The procurement process varies from company to company as do the key factors that influence procurement decision-making. There are many factors that influence procurement, mostly in the external environment, but among the most prominent are of course price, distribution, and quality itself. The research in the empirical part of the paper shows the differences in the understanding and implementation of the procurement process by comparing a family farm and a limited liability company. The research was conducted in the form of interviews with OPG and D.O.O. employees. The purpose of the research itself is to gain a perception of purchasing activities in different industries, that is, in this case, construction activities and agricultural culture. At the end of the work, a comparative analysis of procurement and market research of OPG and D.O.O. was presented.