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Importance of Marketing Research Companies use marketing analysis to identify problems or opportunities that they might encounter. Organizations may also use marketing research to recognize their strengths and weaknesses, and specific trends that are forming within their own market. H&R Block is a tax service company that prepares state and national taxation for individual customers and small to mid-size businesses (H&R Block, 2010). This company has defined their marketing research and contains different types of marketing research methods it uses. Furthermore, there are different kinds of H&R Block's advertising research methods that would be beneficial to if they had been implemented correctly. Performance of Marketing Research Marketing research can be defined as the "preparation, group, and analysis of all data related to marketing decision making and also the communication of the outcomes of the evaluation to direction" (McDaniel & Gates, 2006, p. 7). H&R Block uses marketing research to discover how well their clients enjoy their services and the way they can acquire more customers. They use marketing research to discover how much their opponents are saving their customers from their tax returns and then compare the statistics. H&R Block then gifts that data into prospective clients by promoting through television advertisements and local, face-to-face conversation, specifically during holidays. H&R Block has conducted marketing study in the South Austin, Texas region and discovered that a large market is Hispanic. The company later developed advertising campaigns that would cater to a new Spanish talking cliental. There are three working roles that marketing research has: descriptive, analytical, and predictive (McDaniel & Gates, p. 7, 2006). .