Market Research has many definitions. At Pelatis we define it as the organized activity of gathering information about (various) markets, customer's needs and preferences.

The research objective determines the type of research, but it can primarily be divided into two types:

The first is used when, as the keyword indicates, data needs to be quantified into usable statistics. This type of research generalizes results from a larger sample. It is used to uncover various patterns within the researched object. 

Qualitative research differs in that primarily used for exploratory purposes. It is used to understand underlying motives, whereas qualitative research quantifies the existing opinions. It provides more insight into the problem.

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