The importance of marketing research can be gauged simply through an examination of the wide range of organizations that use research. These organizations include small and large businesses, manufacturing and technology companies, policymakers, nonprofit organizations and government agencies. Marketing research focuses on the identification of customer needs. To determine these needs, researchers gather information that subsequently can be used for various purposes, such as positioning an organization against its competition or strategic planning. While the customers, products and needs in the area of public education differ from business, marketing research principles can be equally useful.