An overview of market research is provided, with advice about conducting market research for the educator. Market research is any kind of research that gives information about the current state of the market and offers guidance in improving one's position in that market. The relative advantages of conducting market research by oneself or by hiring others to do it are explored. The roles of qualitative and quantitative research are compared. Specifics are given for the areas of sampling, questionnaire design, and the conduction of surveys. Since quality control of data in market research is essential, data collection, handling, and analysis are reviewed. Planning at the outset and implementation of results at the end are critical to the success of market research. The more detailed the plan, the more likely the results will be usable and achieved at an acceptable cost. (SLD)