Accurate, up-to-date information obtained by dispassionate marketing research can be of enormous value to a company in gaining and/or maintaining its competitive edge.
However, there are a number of reasons why, in reality, these potential benefits may not be realised:
Time constraints – organisations are often forced to balance the need to build up as detailed a picture as possible regarding customer needs etc. against the desire to make decisions as quickly as possible,
Reliability of the data – the value of any research findings depend critically on the accuracy of the data collected. Data quality can be compromised by following the wrong routes.
Accuracy of the data – what is a sound sample? Don’t proceed if you doubt the validity of the research
Market Research may not be free from bias. The research design may lead to skewed results.
Jonathan Brill
