The reproduction of the same project on the same class of respondents give different research results. Inappropriate training to researchers can lead to misapprehension of questions to be asked for data collection. They have limited experience of the notion of the decision-making process. This leads to carelessness in research and researchers are not able to do anything real.
There is less interaction between the MR department and the main research executives. The research department is in segregation. This all makes research ineffective. MR faces time constraint. The firms are required to maintain a balance between the requirement for having a broader perspective of customer needs and the need for quick decision making so as to have competitive advantage.
Huge cost is involved in MR as collection and processing of data can be costly. Many firms do not have the proficiency to carry wide surveys for collecting primary data, and might not also able to hire specialized market experts and research agencies to collect primary data.
Thus, in that case, they go for obtaining secondary data that is cheaper to obtain. Results cannot be replicated. It is not possible to conduct a research project in such a way as to produce the exact same results when using a different facilitator and a different group of respondents.
Humans are individuals, and no one human being acts or responds in the same way as any other human being. Results can be interpreted differently. Faced with survey results indicating that eight out of 10 dentists would recommend a particular product, one business executive may feel that this is a result that can be used in an advertising campaign, while another executive may feel that 80 percent approval falls short of a positive product endorsement.
Believe it or not, marketing research has shown that marketing research has bias. Researchers may write leading questions or arrange questions in an order likely to produce a particular answer. Additional human error -- including poor facilitator training, recruitment of nonrepresentative samples, and rushed interpretation of results -- create the potential for ambiguous or unusable research results.
A marketing research project alone is not a replacement for a sound decision-making process, but it can be used as a component of the discussion the precedes a decision. Research results can be valuable tools to guide business executives in strategy development.
Because research is based on science, research project results can help decision making teams plan tactics based on fact and limit responses based on emotions of the decision makers.
Limitations of a marketing research project can be controlled, but they cannot be fully eliminated, as differences in human thinking, analysis and interpretation is integral to the business culture. Lori Hubbard has over 18 years of experience in the marketing and business field with a focus on marketing strategy and small business development.
An avid sports fan, Hubbard has coached high school and club volleyball for over 10 years. Skip to main content.
Many organisations may lack the expertise to conduct extensive surveys to gather primary data, whatever the potential benefits, and also lack the funds to pay specialist market .
Primary Market Research Limitations. Primary research is research collected directly from the research subject during activities such as observations, focus groups and interviews. Primary research limitations include: The quality of research is determined by the people you talk to.
Following are the main limitations of Marketing Research: Marketing Research (MR) is not an exact science though it uses the techniques of science. Thus, the results and conclusions drawn upon by using MR are not very accurate. The results of MR are very vague as MR is carried out on consumers, suppliers, intermediaries, etc. who are humans. When research is conducted regularly, a company has to maintain a separate well-equipped marketing research department. Marketing research has become costlier. So, it is difficult for medium and small companies to afford. 4. Problem of Rapid Change: Today’s market is characterized by tremendous changes. Whatever is applicable or relevant today is out-dated tomorrow. Due to rapid changes, .
Limitations of marketing research 1. By HARI KRISHNA 2. (1) Marketing research offers suggestions and not decisions: Marketing research is not a substitute for decision making process. Marketing research, which is based on science, can be a valuable tool, but it has human limitations. Marketing research projects are widely used by businesses to aid in decision making and can.