Marketing Research Merely Reflects the Needs and Wants of Consumers‪.‬

INTRODUCTION The enterprises want to create value and satisfaction for the consumer. For this to be accomplished, they need a continue flow of information. The starting-point for a lot of products and for marketing plans is the perfect comprehension of the consumer's needs and wants (1). The enterprises require lots of information for the consumers, the intermediaries and the others factors of the market. More and more businessmen see the marketing research not only as a procedure of decision making but also as a strategic good and an instrument of the marketing. In contemporary marketing, the research could prove to be the main strategic advantage. The competitors can copy the equipment, the products and the procedures but they cannot copy the intellectual capital of a business which is the marketing research (2).