Marketing research is not an exact science, and it is not an exact science either. It is
about working with people, with their ever-changing needs and desires under the impact of
hundreds of factors that are more or less known. Market analysis shows what people wish to
purchase, to consume, or to use. As a rule, this means something different from what
companies want us to believe, to produce and to sell. It is not enough to must study people’s
needs; we should also know people’s desires and aspirations. The main component of
marketing research is the study of consumer behaviour.