The most important marketing researches types are:

The old marketing wisdom teaches us that keeping existing customers can be even ten times easier than acquiring new ones. Satisfied customers continue doing bussines with the company, transfer positive attitudes to their friends and relatives, and are even willing to pay a premium price for the product or service. Consequently, consumer satisfaction has direct impact on bottom-line financial outcomes.

Virtually every market can be broken into different market segments. Market segments consist of various groups of consumers with similar needs, wishes and habits related to consuming some product or using some service.

The famous American bussinesman John Wanamaker once said:" Half the money I spend on advertising is wasted; the trouble is, I don't know which half.". Given the large sum of money that is invested in advertising, its importance and uncertain results, every professionaly planned advertising activity has to be accompanied with the research that helps to define the message that should be conveyed and to measure effectiveness of the advertising campaign.