MARKETING RESEARCH & THE SMALL BUSINESS                3/95

Ask most small business owners the best way to improve sales of their
products or services, and you will probably hear a wide range of responses:
"Reduce the prices," "Increase your advertising," "Improve service" and so
on. One unlikely reply would be "Conduct some marketing research."

     While marketing research has been a driving force in large companies
for years, small businesses have been reluctant to use it. Marketing
research can be the key to future success for many small businesses if the
buyer or user of the research understands its parameters, strengths and
limitations. Failure to comprehend the proper use of marketing research can
result in useless, or even worse, damaging information.