Marketing research can give a business a picture of what kinds of new products and services may bring a profit. For products and services already available, marketing research can tell companies whether they are meeting their customers' needs and expectations. By researching the answers to specific questions, small-business owners can learn whether they need to change their package design or tweak their delivery methods--and even whether they should consider offering additional services.

When you conduct marketing research, you can use the results either to create a business and marketing plan or to measure the success of your current plan. That's why it's important to ask the right questions, in the right way, of the right people. Research, done poorly, can steer a business in the wrong direction. Here are some market-research basics that can help get you started and some mistakes to avoid. 

It's upon your needs which type of market research would you use.

If you want to gather data from analyzing current sales and the effectiveness of current practices, you can use primary research which also takes competitors' plans into account, giving you information about your competition.

Collecting primary research can include:

• Interviews (either by telephone or face-to-face)
• Surveys (online or by mail)
• Questionnaires (online or by mail)
• Focus groups gathering a sampling of potential clients or customers and getting their direct feedback

If you are interested in analyzing existing data, but you don’t know how, we are always on your disposal.

The goal of secondary research is to analyze data that has already been published. With secondary data, you can identify competitors, establish benchmarks and identify target segments. Your segments are the people who fall into your targeted demographic--people who live a certain lifestyle, exhibit particular behavioral patterns or fall into a predetermined age group.