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