The purpose of market research is manifested in the collection of data and information necessary for planning, organizing and controlling business processes. In other words, market research enables the making of key decisions that are based on the information obtained from the implementation of research and the solution of problems and obstacles on the way to business success. The aim of the final paper is to theoretically present the importance of market research and describe the methodology of market research, including key concepts, but also to apply the research in practice. In this sense, a survey in the online environment in the Google Forms tool was created. It examined the existence of awareness of the L'Oreal brand and the values that affect the purchase of products. Taking into account the set goals of the research, it can be concluded that conducting a survey in an online environment on the examined sample really confirmed the existence of awareness of the L'Oreal brand. Parameters that influence the purchase of L'Oreal products include quality and product image. Also, it has been shown that the data obtained through the Google Forms platform can be analyzed by simple statistical methods.