The Importance of Market Research: Whole FoodsMarketing research is invaluable to an organization. The information gathered from market research allows the management team to make informed decisions. Market research tools are chosen for a variety of reasons: it may be a financially feasible choice for the organization or the organization may have the capacity to use many different tools. This article discusses market research and lists some tools used by one of the world's largest natural and organic food retailers, Whole Foods. Marketing research is the collection and analysis of data relevant to a particular market and the “communication of this analysis to management”. » (McDaniel, 2006). Whether the organization is a local store or a large corporation, marketing research is important for quality management, customer loyalty and understanding trends. Marketing research is important to receive feedback on the success of the marketing mix (product, price, promotion and location) and to discover and launch new opportunities. There are many reasons why marketing research is beneficial to an organization, regardless of its size and success. rate. It can be used to develop options through market segmentation, opportunity analysis, or product usage study. It can be used to test new products or advertising. It can also be used to evaluate product performance. Of course, research is only beneficial to the organization if the benefits exceed the costs. It is therefore important to know when to decide that research is necessary. Some types of marketing research may study product usage, company image, and customer satisfaction through surveys. . Consumers may be asked to test new concept products or get feedback in the middle of research to stay connected with their customers. They understand that to remain a leader in their industry, they must stay connected with the people who shop in their stores. Works Cited Customers always value value. (2011). Retrieved from http://wholefoodsmarket.com/pressroom/blog/2011/09/13/customers-still-place-value-on-value/McDaniel, C. & Gates, R. (2006). Marketing Research (7th ed.). Hoboken, NJ: John Wiley & Sons. A new survey shows shoppers are eating more meals at home and meal prepping to save money. (2011). Retrieved from http://wholefoodsmarket.com/pressroom/blog/2009/09/03/new-survey-shows-shoppers-eating-more-meals-at-home-cooking-meals-to-save-money/Stelzner, M. (2011). Reaching Millions with Twitter: The Whole Foods Story. Retrieved from http://www.socialmediaobserver.com/reaching-millions-with-twitter-the-whole-foods-story/