Direct Marketing: Market Research: Surveying Customers to Determine Their Needs

SKU A3811-18

Author(s) Bill Wright.

Marketing research helps identify and define marketing opportunities and problems, allows you to evaluate your marketing efforts, and helps you to understand the marketing process. Some direct marketers may be tempted to conclude that they understand national consumer trends and that such trends have little or no relevance to their business. However, market research helps farmers look outside of themselves for information, as well as helping them understand marketing problems and solutions to these problems (2 pages; 2006).