RESEARCH APPLICATIONS IN ORGANIZATIONS

Research is an important part of a company's operation, even when the company is unaware that actual research is being conducted. Large companies may incorporate formal research projects into their organization; McDonald's, for example, has a research department. Smaller companies also use research in their daytoday activities although they may not be aware they are doing so. For example, a company that collects names for a mailing list is conducting research, as well, since the names and addresses indicate where the customers are located. This can assist in marketing efforts as well as be used to make decisions if the company decides to relocate. This research considers three types of business research and the techniques that might be used to accomplish them.

Learning about customers is an important area of business research because it can significantly assist in the marketing effort. For example, a company might seek to find how who its customers are and how they use the product in order to determine if its a