Marketing research surveys can give you the tools to find out what holds value according to the customer.  What holds value now can be completely different from a year ago and will be different from a few days down the road.  In order to capitalize on what customers want, those wants must first be determined.

First, the problem must be defined and translated into a marketing research problem.  The purpose of forming that question is to gather information that can be used toward the marketing of a product or service.  In each case of whether or not to launch a new product or service a decision maker

If the problem is vague, the answer may be vague.  A clearly defined objective should be used in order to obtain useful information.  Outlining possible scenarios of the research results is a good way to make sure all the decision problems are addressed.  In order to help the decision maker possible scenarios must be outlined in order to ensure the purpose of the research.

Another important step in the marketing research is the research design.  There are three categories of marketing research; exploratory, descriptive and casual.  Depending on the objective of the research determines which classification it falls under.

Exploratory research has precise goals and clarifying concepts.  Rather than gathering information from a broad group, this type of research seeks out knowledgeable individuals.  Exploratory research is flexible and may develop hypothesis but does not test them.

A more rigid form of exploratory research is descriptive research.  This type of research is similar to exploratory research but has more clearly defined questions before collection of data begins.  On the opposite end of that spectrum is Causal research.  Causal research uses experiments in the field and in the laboratory to determine cause and effect relationships.

Marketing research can be complex or simple in design.  Determine the problem and build scenario’s to gather useful information in order to make the best decision for launching a new product or service.