Benefits of Market Research

Public Opinion and Marketing Research …

Provides information to guide and support strategic organizational decisions
Provides information that minimizes risk
Guides the development of new products and services
Guides efforts to access new audiences
Aids in establishing benchmarks, tracking progress, and evaluating success
Provides guidance for taking corrective action
Guides communication with current and potential customers or constituents
Assesses satisfaction and loyalty among customers and constituents
Assesses employee satisfaction and loyalty
Identifies areas in which quality improvements are warranted
Assesses the effectiveness of quality improvement initiatives