Globalization of global markets have led to the development of turbulent markets where it is indispensable to have high-quality information in order to efficiently use scarce resources. Therefore, it is necessary that every company conducts a qualitative collection of information about the status on the market in order to minimise the risk of making wrong decisions. This high-quality information is indispensable for optimal use of company's resources. The optimal use of resources can be achieved by applying methods of linear programming, especially simplex method. This paper wants to make a bridge between market research and the optimal usage of internal resources.