Research is an important part of any internet marketing project, researching just what areas need to be targeted to get the greatest return for time and money invested in marketing your site. Otherwise it is possiable to chase after keywords which are just not searched for meaning lots of valuable time and money invested in promoting your site for the wrong keywords.
After all the whole idea of marketing the website is to get more relevant visitors who are looking for the product your selling and thus creating more sales for your business.