In order to be successful at business, you must learn how to gauge customer response – business and marketing research textbooks teach just this. Business and marketing management textbooks discuss different approaches and techniques for collecting data, analyzing results, and applying the information to business objectives. Customer surveys, focus groups, and competitive analysis are examples of primary market research, i.e., research that a company will conduct themselves or have a professional firm conduct for them. Secondary market research comes from information collected by secondary sources, such as the government, trade associations, or the census. In order to organize and interpret data, marketing professionals also need a firm understanding of business mathematics and statistics and probability.