Throughout the years several categories of marketing research have been developed covering the range of decisions with which the marketing managers encounter. Marketing environment research can be conducted to identify the changes and trends in economic, political, social, cultural and technological factors of the marketing environment. Marketing managers can use target market research in order to acquire information on the market and market trends that can be used for future forecasting; calculate the market share of the brand and its competitors; and to define customers’ desires and expectations. Product research can be carried out for testing new product concepts and opportunities, revealing customer expectations on a new product’s content or design, and comparing the performance of an existing product with its competitors. Whereas sales research would help to evaluate the effectiveness of sales, sales area developing, and incentive and reward methods and techniques. Marketing managers can conduct distribution channel research to determine the most suitable distribution methods, the appropriateness of channel members, the best locations for warehouses and retail outlets. Promotional research would assist identifying the most appropriate method for promotion; the most suitable advertising and campaign materials; the most suitable media to be used; and also testing the effectiveness of communication in achieving the objectives.