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1
Market research emerges as a tool of salvation for many directors and persons
responsible for the proper functioning of marketing and are facing problems; wit
h inadequate basis for reaching the goals or purposes.

It is essential to know this auxiliary marketing technique, as well as its

procedure and proper application above all developing organizations.
It is important to know the consumer to adapt marketing to needs, habits,
desires and motivations of consumers.
Reduce risk: Its ultimate goal is to provide information needed to define the
best possible marketing policy.

2
All small or big company should do some kind of market research.
A person can not create a company and leave to sell what is produced
without knowledge and know who your competition is, what their customers
are or what prices to sell.
The importance of market research does not reveal the market conditions
which will enter.
In addition it is a basic tool for development within marketing, providing
information on the planning phase; it helps in the selection of the most
suitable alternatives for control of results of evaluation and verification of
the established objectives.