Lake, Snell, Perry, Mermin & Associates, Inc. (LSPMA), is a national public opinion and political strategy research firm. Its expertise is conducting objective opinion polls to assess the attitudes and behaviors of important target groups that are the concern of its clients. The Washington, D.C.-based firm has become nationally recognized for its knowledge of women's, youth's, children's, and environmental political issues. Among the company's clients are the Democratic National Committee (DNC), the Democratic Governor's Association (DGA), the Sierra Club, Planned Parenthood, Human Rights Campaign, Emily's List, and the Kaiser Foundation. LSPMA also conducts regular polls for U.S. News & World Report, and with the Terrance Group, the Battleground Poll surveys the year's political landscape and draws attention to critical issues that Washington insiders can't afford to ignore. In 2005, LPSMA acquired the Washington, D.C.- and San Diego-based polling firm Decision Research, giving it even greater capacity to conduct research for both business and political clients.

1. Why do political organizations need marketing research conducted by LSPMA?
2. What is the relationship between marketing research conducted by LSPMA and identifying the needs and wants of specific market segments?