Market research and market information are very important for an organization as it helps them to satisfy their customers, which in turn helps them to survive in the long term and achieve 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 observing their needs and wants. By discovering the customer's needs and wants, the organization can produce the right marketing mix: the right place, product, promotion and price. Primary data collects information that didn't exist before, the company can tailor it to what they specifically need to find out. Marketers go out and gather information firsthand. While there are many positive aspects to primary data, for example – the organization knows that the information will not be distorted, they also have their limitations. One of these is that it can prove very expensive to obtain, as the costs of preparing and carrying out the research would be high. It also requires a lot of time on the part of a marketer. Gathering is time consuming, as you need to consider how the research will be conducted, actually carrying out the research and analyzing the results. Sometimes it is not always possible to conduct certain primary research as some are too large in scale for most organizations, or simply not possible. Secondary data is data that already exists and has been collected for another purpose by someone else. It is much cheaper and faster than primary research, however, similarly, secondary data also has limitations. The data is not always reliable as it may be out of date or collected in a biased manner. The data source or research method……middle of the article……November 2013.Tutor2u. Marketing. Available: http://www.tutor2u.net/business/marketing/segmentation_bases_behavioural.asp. Last accessed November 6, 2013.Adaptive. (2011). Why market segmentation matters. Available: http://www.adaptiveconsultancy.com/strategy/why-market-segmentation-is-important. Last accessed 6 November 2013.Tutor2u. Market segments - demographics. Available: http://www.tutor2u.net/business/marketing/segmentation_bases_demographic.asp. Last accessed 6 November 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 access November 10th 2103.