Chapter 18
Who Are Your Customers, Anyway?
In This Chapter
• The purpose of market research
• The characteristics of market segments
• How to conduct a market research study
The better you know your customers and their wants and needs as they relate to your products or services, the better for your business. Only when you understand their wants and needs can you fulfill those wants and meet those needs more effectively than your competitors. But how do you learn what they are? There are a number of ways, and market research—by various means—is among the best.
This chapter examines the goals and tasks of market research. It also tells you how to plan and launch a good market research study.

What Is a Market?

A market is a group of customers ...

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