Surveys are commonly used in market research to collect self-report data that helps businesses determine which product or service characteristics are.  It is vital to have a target market in mind for a product or service because the researcher will be spending a considerable amount of time with that target population in real-time. If a business needs to conduct its own marketing and advertising, the probability are strong that it will also require performing its own market research. Market research has traditionally had its fair share of compartmentalization — separating consumer insight data from consumer behavior from consumer attitude.