Marketing research provides information to consumers in Prospect Heights about the market such as marketing performance, marketing actions, etc. Market researchers collect data from the market, analyze the result and provide solution for improvement. They also analyze the trends and changes of the market and the effects of the same on consumers' behavior. Market researchers identify the needs of consumers and suggest ways the needs can be satisfied, hence it results in maximum customer service rendered. The data collected usually comprises of information about the product in demand, price of the product, manufacturing and distribution of the product and services. Market research and analysis in Prospect Heights depends on 'DECIDE' factor, where 'D' denotes defining the problem, 'E' denotes enumerating the decision factors which can be controlled or not, 'C' denotes collecting important information, 'I' denotes identifying an alternative, 'D' denotes developing an appropriate plan and implementing the plan and 'E' denotes evaluation of the decision process. Marketing researches in Prospect Heights can be in the form of advertisements, brand research, distribution audits, etc. Marketing researchers assist both consumers and suppliers. Through these researches, suppliers become aware of the demand of the consumers. Customer satisfaction is optimized.