Basic organizations of associated labor and labor organizations operate on the principle of income that is generated on the domestic or international market. That means that the business success of an organization depends on the possibilities of product and services placement. The primary activity through which companies can get information on and from the market is market research. Through market research, the needs, desires and expectations of consumers are detected, possible market opportunities are discovered, business challenges are identified, and business control is conducted. In order to recognize the need to apply market research in the overall strategy, the strategy of marketing philosophy can be divided into four sections, and in all four sections research is involved that supports the formulation and conducting of the strategy: discovering market possibilities and predicting the sales potential, market segmentation and choosing the target groups, planning and conducting activities related to the marketing combination which would fulfill the needs and desires of consumers, and finally the analysis and evaluation of achieved results. Product research is often conducted for the modification of an existing product or for expansion of the production range, or even to compare the company's own products to those of the competition. In market research for promotion needs, it is important to explore which features and benefits of the product that the consumer receives should be emphasized. Research for the needs of sales and choice of distribution channels helps discover the changes in the consumer's inclinations and it can also help prognosticate the amount of product that can be sold during a certain time span. Market research can be defined as a standardized procedure based on the principles of scientific methods through which data is acquired, analyzed and interpreted, with the purpose of obtaining information necessary for the decision making and business problem solving in the area of market business operations. The beginnings of market research first appeared in the USA at the end of the 19th century. The need for market research in our country was evident after the introduction of self-management and especially after the economic reform in 1965. It is also the time when first specialized market research institutions were founded. 39 The process of research is essentially based on a similar order that is present in any other task, and it starts from the questions: What should be done, why, in what way, when, and at what cost. The procedure that has the purpose of creating an optimum product is called product testing. Product testing can determine how a potential consumer understands the product, in case it is a brand new product. In that case we are talking about concept testing. Testing marketing is defined as the product sale on a spatially limited, smaller market (which is called the test market) with two goals: to evaluate the success of the products on the overall market based on the sales results of the test market, and to detect problems in the marketing process and remove them before moving onto the overall market.