Market research tools that are easy for Michael to use include:

Surveys
Surveys are sets of questions that you ask potential customers. This can be done in person or
through written questionnaires. Surveys should ask:

Whether the potential customer would have a use for the product
Where the potential customer is currently buying the product
Why they purchase the product from these businesses
What they need that these businesses do not provide
What other interests the potential customer has

General Research
General research involves checking libraries, local government agencies, and the Internet to learn
how many other computer service providers are already in the area. Michael can learn what services
they are providing and at what prices.

Talking to Other Business Owners

Michael can learn which services are in demand and what problems the other providers might be
having. This information might help him avoid making costly mistakes.

Michael decides to survey 25 customers of the local, large computer retail store in his town. He asks
his coach Mrs. Jones to help him prepare the survey. He also talks with the computer store manager,
and looks on the Internet for other people who operate small computer businesses.

After Michael distributes his survey and collects the responses, he must evaluate the results. He and
Mrs. Jones read each survey and are able to identify some significant information:

Many people like the idea of someone coming to their home or business. They would use Michael's
services, but they do not want to pay a higher price than what it would cost to come to the store.
Many people think that the store's prices are too high.
Many people want used equipment.