11 Marketing Research F Limitations of Marketing Research 5 Misuse of Marketing

11 marketing research f limitations of marketing

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1.1. Marketing Research:
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F) Limitations of Marketing Research: 5) Misuse of Marketing Research is also associated with Down Face: Apart from these limitations of marketing research, one finds that it is sometimes misused. These mis- applications, strictly speaking are not the limitations of the subject as such. 6) Lack of Clear View Point: A major of marketing research is found when one uses it to support or substantiate his viewpoint or position. In such as case, objectivity, which is the soul of research, is non-existent. 7) Delayed Decision: Another misuse of marketing research is found deliberately delaying decision- making. In the hands of vested interests, it may be used to avoid taking a certain decisions or delaying it until the findings of marketing research are available. 8) As a tool for Grabing Power: Finally, it is used to grab power and authority in an organization. Executives who are ever ambitious may use marketing research to consolidate and strengthen their position in the organization as also to extend their authority over their colleagues. 1.1. Marketing Research:
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G) Role of Information in Marketing Research: 1.1. Marketing Research:
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G) Role of Information in Marketing Research: 1) Relevant: This is the most important characteristic. It means that the information has relevance to the subject of enquiry. 2) Available: When a decision is being made, information must be available. 3) Accurate: The information, which is going to be used for decision-making, must be accurate. Obviously, the use of wrong information will lead to a wrong decision. 4) Current: Information must be current. This implies that it is not an obsolete one and is applicable to the time period of the study. 5) Adequate: In addition to the foregoing four characteristics, information must be adequate. Scanty or piece-meal information will not serve the purpose. It may be mentioned that the available information may not have all the characteristics. 1.1. Marketing Research:
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H) Marketing Research Process: 1.1. Marketing Research:
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H) Marketing Research Process: 1) Formulate Problem: One of the more valuable roles marketing research can play is helping to define the problem to be solved. Only when the problem is carefully and precisely defined, can research be designed to provide pertinent information. 2) Determine Research Design: The sources of information for study and the research design go hand in hand. They both depend on how much is known about the problem. lf relatively little is known about the phenomenon to be investigated. 3) Design Data Collection Method and Forms: It begins by determining if the information needed is already available as secondary data, either within the firm or from and outside source. If not, information will have to be generated by means of a survey or an experiment.
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