| cl | | | | Most companies use existing staff to conduct market |
| Good market research is essential to the success of | | | | research even though this is not always a wise move. |
| all companies. Understanding a companyâs | | | | In-house employees who engage in this research are |
| competitors, getting a hold of how potential customers | | | | often tasked with other responsibilities, which means |
| view a companyâs brand, knowing the | | | | that they cannot devote the attention needed to make |
| customers a company should focus its attention on, | | | | market research work best for the company. Smaller |
| and more comes through researching the market. | | | | companies, especially, may assign the job to people |
| Therefore, every company donates at least a portion | | | | who may not have any market research expertise |
| of its budget and time, whether formally or informally, | | | | simply because they cannot afford to hire an additional |
| to this key part of running a business. | | | | staff member in marketing. |