Marketing Research Tools Marketing research is important to any organization because it provides value to the bottom line. It is a collection of data, which translates into a tangible asset by implementing the information into active processes. Marketing research is defined by McDaniel & Gates (2007) as “the planning, collection, and analysis of data relevant to marketing decision making and communicating the results of this analysis to management” (p. 5). Market research plays two key roles in marketing's organizational structure. It is an element of the marketing intelligence process. Key information is captured, analyzed and retained allowing the organization to make decisions using the statistical information found from primary and secondary research. It is also used as a key tool in finding innovative ways to enter and remain within a specific target market. When an organization makes the analytical decision to target and reach its target market, it uses both qualitative and quantitative research methods to analyze similar interests, beliefs and preferences of the consumer group. Primary and Secondary Research Market research is grouped into two categories, primary and secondary, defined by the source that gathered the data information to solve a specific problem. Primary data research is performed by the organization for a specific objective and customized to meet that need. Aakar, Kumar, and Day (2007) define primary data as collected for a specific purpose. For example, if an organization is trying to determine the customer satisfaction rate of a particular product through an online survey, the information collected is considered primary data research. If... middle of paper... the target market. It is evident that understanding, examining and executing data insights resulting from market research is a strategic approach to translating data into higher potential for maximizing profits. Specifically, organizations need market research to assist in the decision-making process that will take their business to the next level with the intent of maximizing organizational returns. Works Cited Aakar, D. A., Kumar, V., & Day, G. S. (2007). Market Research (9th ed.). Danvers, MA: John Wiley & Sons.Burns, A.C., & Bush, R.F. (2007). Market Research: Online Research Applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.McDaniel, C., & Gates, R. (2006). Market Research (7th ed.). Noboken, NJ: John Wiley & Sons. McDaniel, C., & Gates, R. (2007). Essentials of Market Research (6th ed.). Noboken, NJ: John Wiley & Sons.