Handout Do Your Own Market Research

This document provides guidance on how to conduct market research for a business. It discusses why market research is important, what topics to research such as customers' needs and willingness to pay. It also covers who to research like current and potential customers. For methods, it explains primary vs secondary and qualitative vs quantitative research. Qualitative research involves open-ended questions to understand customers while quantitative provides measurable data through closed-ended questions. The document provides tips for designing effective surveys and types of survey questions.