Market research is an essential component of an organization's marketing strategy. Market research results provide information about customers, products, trends and competitors. Market research can be defined as “A business activity that uncovers useful information for making marketing decisions.” (Textbook Mktg, p. ) Market research findings influence decisions regarding; market segmentation, sales performance, product features, distribution options, promotional and pricing strategies, and consumer attitudes and behaviors. (Met textbook). Therefore, due to their importance and potential value, market research findings are of utmost importance to organizations. They must therefore be valid, accurate and impartial. Without these constraints, market research can be useless at best and potentially harmful to an organization's existing or future marketing strategies. The field of market research is said to have begun in 1911, when Charles Parlin undertook consumer research on farm equipment, department stores, and demand for automobiles. His work, "Commercial Fact Indeed Finds a Profession." (Book-Bartels) Originally, market research was studied and taught in business schools, however, these schools were “regarded as second-class citizens of the academic establishment.” (William Muse, commenting on Walls.) Ultimately, market research gained credibility by using a highly scientific approach, deemed legitimate by other academics. This market research was essentially quantitative in nature. (Muse)Researchers eventually became dissatisfied with the limitations of quantitative research and therefore called for more in-depth methods to ascertain how consumers think and feel. Market research… half of the paper… is accessible to businesses at a very low cost and they can apply it to further market research, while potentially reducing the cost of some basic quantitative research. In our rapidly changing world In an international and increasingly technological world, it is necessary to predict what customers may want or require in the future, even if there is little need for it in the present. This costly insight was found by British Airways ten years ago, when market research on passengers indicated they wanted more legroom. Now they're retrofitting their planes with USB hubs for laptops that customers never expected to own or use. Good and well-conducted market research should be considered an important part of any organization's marketing operations, as the results of this research may ultimately find themselves in the center of attention. center of the future vitality of any enterprise.