Market research represents all aspects of the process of acquiring and analyzing information in order to understand the enterprise market (both existing and potential customers). It also identifies the current and future needs, preferences, attitudes, market behavior and assesses changes in the business environment.
Market research plays a central role in the collection, analysis and data processing. It feeds from various sources : internal, external and theoretical field. This is not only a great base of information, but also a tool for decision support for managers.