1. Why are there surveys and who pays for them?

In the old days, market research was easy. Businesses were mostly proprietorships, with the owner-operator in charge. If he wanted to know what his customers thought, what they wanted, all he had to do was ask them, and he would know.

Times have changed quite a bit.

The next time you are in a large supermarket, look around you and ask yourself, "How many different products are being sold here?"

Now think about the problem of the companies that produced or packed each of those products. They almost never get face-to-face with their customers! Maybe their products are being sold in a thousand stores or more!  And all they really know about their sales is how much product they have shipped out, into the supply pipeline.

Walk past the breakfast cereal section. Watch people. Lady comes by pushing a shopping cart, grabs two different boxes of cereal off the shelf, drops them into her cart and keeps on going.

Why did she decide to pick those particular two instead of some other? The manufacturers are dying to know the answer to that question! But they are 1,000 miles away, in the Midwest somewhere.

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