The content of this article will discuss the importance of market research for AAA Travel Auto Club South. While discussing the importance of market research, this paper will start with a definition and then evaluate whether market research is used by this organization and if yes, what is the value of its use and the different types of market research? market that AAA Travel Auto Club South uses and it's importance to their organization. The process of market research involves gathering information, analyzing its value, and interpreting market information about the products or services that will be presented for sale in a particular market (McDaniel & Gates, 2006). Market research also concerns historical, current and future customers of the product or service sought. According to McDaniel and Gates (2006), market research is a combination of characteristics, spending trends, position and needs of the company's target market, the industry in which it operates and the company's competitors. 'business. Accurate and complete information is key. basis of any successful business activity, as it provides a large amount of information about the company's potential customers, existing customers and competition. Market research allows business owners to establish the viability of a business before committing significant resources. Currently, AAA Travel Auto Club South uses a variety of marketing resources and methods, some internal and some external. Primary information is compiled internally by the marketing and database analysis department. According to the travel agency's general manager of marketing, Chip Morgan, "the marketing research department is an energy resource, the marketing department analyzes targets middle of paper......tomer and members would be d deal to be worth it. change their loyalty or refer new business to AAA Travel. Additional information was collected through online surveys using the travel department's online focus group of 500 former passengers of the travel agency. Market research provides information to help resolve the marketing obstacles businesses face in today's business climate, an essential part of the business planning process. As the example shows, some strategies such as segmentation or differentiation are almost inaccessible without relevant market research. Works Cited De Sarlo, L, Riley, E. & Paderni, LS (March 2011). Brand Value of Paid Search Forrester Research, retrieved from http://www.forrester.com/Research/brandingMcDaniel, C & Gates, R (2006). Marketing Research (7th ed.) Hoboken, NJ: John Wiley & Sons.