Market Research I chose market research because it is the first step of the most cost-effective process. Philip Kotler (1994) defines marketing research as “the function that connects the consumer, customer, and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and to improve understanding of the marketing process. Market research specifies the information needed to address these issues, designs methods for collecting information, manages and implements the data collection process, and analyzes and communicates the findings and their implications. reporting data and results relevant to a specific marketing situation the company faces allows management to make the necessary changes to achieve better results by adopting a proactive approach. Therefore, if a company wants to know what kind of products or services would be profitable, it should carry out market research. Additionally, thorough research will allow the company to know the imperfections of the product (if any) and know whether it has been able to meet customers' needs. Attempts to provide accurate information that reflects the actual situation. Thanks to market research, the company can formulate a feasible marketing plan and estimate the success of the existing plan. There are two main sources of market research information: Primary marketing research is first collected if the company has enough money to fund it, but in most cases it is the second most accurate. It is original and collected for a specific purpose or to solve a specific problem. Primary research provides more specific results than more expensive and time-consuming secondary research, which is an especially important consideration when the company launches a new product or service. There are many ways to conduct primary research. By customizing proven approaches, focus groups, surveys, field tests, interviews or observations, you can gain insights into your target market. Primary research is generally based on sampling techniques and requires statistical methodologies. The sample size could be as low as 1% of the market and therefore the information and results collected are highly accurate. Secondary marketing research or desk research is generally used when a company evaluates extending the business into new markets or adding new service or product lines, because it already exists in one form or another.