Market Research is an instrument that enables entrepreneurs to structure the following business policies:
- the definition of marketing strategies
- the definition of the bases of the company´s business activity, identifying which products or services will be put on the market
- a forecast of the volume of business, according to the chosen scenario
- the definition of a sales force for direct prospecting and negotiation
It consists of the analysis of the market or sector of activity, with the aim of becoming more familiar with the market or potential markets; mapping the various dimensions, such as: stakeholders, value chains, production, employment, taxes, externalities, bottlenecks, growth catalysts, among others.