Small businesses often find themselves in a challenging situation. These businesses have a great need for reliable answers to important questions that all organizations face:

- How are market trends impacting my business?

- How does our target market make buying decisions?

- What is our market share and how can we increase it?

- How does customer satisfaction with our products or services measure up to that of the competition?

- How will our existing customers respond to a new product or service?

- How can we attract new customer segments?

- What marketing strategies will work best?

In order to get answers to these questions, companies conduct marketing research using a variety of methods. This article will outline some of these methods and illustrate how they can benefit a small business. All have some value, but it is important to know the limitations of each technique.

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