Marketing research and market information is very important for an organization because it helps them satisfy their customers, which helps them survive in the long term and earn the best possible profit. Market research is a means of communication between the organization and the consumer, which allows an organization to determine whether customers are satisfied by examining their needs and wants. By identifying customer needs and wants, the organization can produce the right marketing mix: the right place, the right product, the right promotion and the right price. Primary data collects information that did not exist before, the company can tailor it to what it specifically needs. . Marketers will collect first-hand information. Although primary data has many advantages, for example: the organization knows that the information will not be biased, it also has its limitations. One of them is that obtaining it can be very expensive, as the costs of preparing and carrying out the research would be high. It also takes a lot of time from a marketer. Collection is time-consuming because it takes time to think about how the research will be conducted, carry out the research, and analyze the results. Sometimes it is not always possible to conduct some primary research, as some is too large a scale for most organizations, or simply impossible. Secondary data is data that already exists and was first collected for another purpose by someone else. It's much cheaper and faster than primary research, but secondary data also has its limitations. Data is not always reliable because it may be outdated or collected in a biased manner. The data source or research method...... middle of article...... November 2013.Tutor2u. Marketing. Available: http://www.tutor2u.net/business/marketing/segmentation_bases_behavioral.asp. Last accessed November 6, 2013. Adaptive. (2011). Why market segmentation is important. Available: http://www.adaptiveconsultancy.com/strategy/why-market-segmentation-is-important. Last accessed November 6, 2013.Tutor2u. Market segments – demographics. Available: http://www.tutor2u.net/business/marketing/segmentation_bases_demographic.asp. Last accessed November 6, 2013.Tutor2u. Market segments – overview of the basics). Available: http://www.tutor2u.net/business/marketing/segmentation_bases_introduction.aspLast accessed November 6, 2013. Jim Riley. (2012). Market Segmentation – Targeting. Available: http://www.tutor2u.net/business/marketing/segmentation-targeting-strategies.html. Last consulted on November 10 2103.