Companies want information to make decisions regarding their management and clarify their strategy to survive in the market. Managers must access, develop, analyze and disseminate information to help them make decisions. Marketing research is the way of gathering information in an area related to the consumer in order to determine what he wants to contribute to the company's opportunities in the market as well as the development of the organization due to the uncertain needs of the market . There are several marketing research methods that businesses can use to improve their products or services. Depending on the analysis procedure, both qualitative and quantitative research are used to highlight. Additionally, each method leads to a different result. (Malhotra et al 2001) However, marketing research should be qualitative, which gives researchers sufficient in-depth data for interpretation. This information can be used to determine the business plan, company strategy and also to provide the goods or products needed by the market on time. The market need is uncertain, to meet customer expectations, the company must know what it wants and deliver it on time. Marketing research can therefore be considered as one of the factors that force the company's ability to provide the expected goods or services in the market by learning about consumers and meeting their needs. (Trim et al 2006, pp205-206) Good research should be objective and provide accurate information to businesses, as this influences the manager who makes the decision and develops a business plan or strategy from this data. Furthermore, Trim et al (2006, p209) argue that “marketing strategists must be able to use the results of qualitative marketing research in order to influence thinking and actions at board level”. what is necessary for the manager to take... middle of paper ...... he wants the company to improve the quality of a product similar to what the company has already obtained. This comment can be added to an additional comment in the questionnaire that the researchers give to the respondents. The company can therefore adapt this comment to the new product that will be released and also improve the previous ones to meet the customer's wishes. In conclusion, good marketing research should be qualitative because in-depth information results in effective decision making of the manager which influences the business plan and also market strategy. It is possible to approach the market and derive opportunities from adequate information that is carefully interpreted and developed. Additionally, information that does not actually solve the problem may generate new information used as input for management decision making. Thus, qualitative research is necessary for management to capture the right market opportunities..