Michael Rogers, vice president communications for the Small Business Association of Michigan, interviews Anne Wenzel, author of The Entrepreneur’s Guide to Market Research. Wenzel, herself a principal in a market research firm, takes entrepreneurs through the process of assessing such things as market size and growth, market trends and needs, emerging technologies, competition, and distribution patterns.

She discusses types of market research and makes it clear what market research can and can’t do to improve the chances of success. Finally, the book shows entrepreneurs how to document findings as part of a well-written business plan, an invaluable tool for their own decision-making that can also be shared with potential partners, lenders, and investors.