Marketing research can be classified as either problem identification research or problem solution research. Problem identification research is undertaken to help identify problems that are not apparent on the surface and yet exist or are likely to arise in the future. Examples of problem identification research include market potential, market share, market characteristics, sales analysis, short-range forecasting, long-range forecasting, and business trends research.

Problem solution research solves specific marketing problems such as segmentation, product, pricing promotion, and distribution research