Market Research Tools Once the decision to use market research has been made, management goals and objectives determine the type of selection methods used. There is a wide range of market research tools and methods available to decision makers. Depending on the company's goals and objectives, researchers have many options. Some of the research tools include mail and web surveys, personal interviews, and focus groups. This article will discuss and distinguish between the various tools used in primary and secondary research, as well as discuss the differences when using qualitative and quantitative approaches. This document will further identify which tools are used for each approach and why. The main purpose of marketing research tools is to assist companies in decision making. Therefore, the vision and understanding of marketing research, its tools and methods are adapted to business decisions. Primary and Secondary Research Effective marketing is about applying the right research tools at the right time for successful decision making. It is important to consider market research information, such as primary and secondary research, as part of your marketing strategy and tactical decision making. It is important to consider the various methodological tools so that an effective marketing plan can be implemented for the company and its needs. Primary Research Primary research is the most common marketing research approach involving survey methods such as questionnaires and observation methods. Primary research would include the use of questionnaires or interviews to gather information to find out whether their customers are satisfied with their products or services. Survey methods include collecting data via mail, telephone, email… in the middle of paper… along with information and research. The goal of a market researcher is to practice and effectively use research methods, collect data, and analyze feedback for meaningful interpretation. Companies that take advantage of search and understand their customers better will likely sell more products or services. The data collected is useful for decision making to achieve business objectives, problems and goals. Simply put, research tools help a company move forward to market itself successfully in the long term. Works Cited Aaker, D.A., Kumar, V., Day, G.S., (2007). Market Research (10th ed.), Information from Respondents: Survey Methods. John Wiley & Sons.Suttle, Rick. E-How contributor. Quantitative techniques tools in the business world. EHowMoney. Retrieved from: http://www.ehow.com/info_7915203_quantitative-techniques-tools-business.html.