Перевести на язык market research an essential part of marketing is market research. this should not only procede the introduction of new products but should keep a regular check on what is happening to existing ones, the object of market research is, primarily, to find out what the public wants. if a product is needed, it will sell. market researchers also attempt to find out in what form, shape, color and package the public will accept the product. they also try to keep track of changing patterns in demand. the successful firm is the one that can commence production today for the needs of tomorrow. market research must be distinguished from consumer research. this looks at marketing from the consumers' point of view. it is concerned with such questions as which of many rival products represent the best value for money, and how best the consumers' interests can be safeguarded. market researchers will, of course, be concerned not only with what products are needed and what will 'sell' them , but with the peculiarities of the markets with which their firms are concerned. are there any moral, legal or social reasons why the proposed product should not be marketed in the area under consideration? in what way will demand, and the type of appeal that will have to be made to consumers through advertising, have to take account of the cocial, linguistic and racial backgrounds of the potential customers?