The first step in market research is deciding what information you need. That and your marketing budget are going to determine how much and what type of research you'll do. Typically, there are two types:

• Primary Research — First-hand information-gathering with members of your market segments to learn how they measure up to the four defining criteria and other variables. (See Market Surveys.)
• Secondary Research — Research using online, print and other information sources to investigate market segments. Unless you go overboard, this is generally less time-consuming than primary research.

Most producers combine primary and secondary research, compiling information and extrapolating what they need to select market segments, develop positioning statements, and personal identity branding, and prepare marketing strategies.

Let's first consider...

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