Miscellaneous needs and importance of marketing research are as follows:
Marketing research improves the efficiency of the marketing department. This creates goodwill and good reputation.
It helps the marketing manager to take the rational and effective decisions.
It helps to choose suitable staff for doing research.
It is used to make growth and expansions programs.
It benefits all i.e. it benefits the company, distributor, advertising agency, consumer, government and the entire society.
So, marketing research is very helpful to everyone. But it is most useful to a manufacturer because it helps to answer the basic questions, i.e. what, where, when, who, whom and how to sell?