Disadvantages Of Marketing Research Methods

Marketing research provides organizations with information to aid in decision making and marketing strategies (Peter & Donnelly, 2015, p. 32). Marketing research can test consumer reactions to a new product ideas and services and tell you how your product ranks among competitors, to name a few examples. Marketing research methods can be categorized as primary/secondary data research, quantitative research such as surveys, observations, experimental and mathematical models, or qualitative research such as focus groups and interviews. Additionally, the research can be used to determine the target audience for specific products/services and can guide marketing professionals on how to best communicate the product/service.

Advantages of Secondary

The primary data used may be too specific or not specific enough for the research problem at hand. The data collected was based on another company’s primary research and may have biases on used methods not aligned with the current marketing research strategy. It may not be a good strategy to answer market research questions purely on the results of secondary data, which may not be 100% accurate or relevant to the case at hand. Some of the secondary data might have copyright protection, making it illegal to use without permission. Finally, some of the information may be outdated if using sources from books or older journal articles. This may increase time as the researcher sorts through to identify relevant information, as in the case strategic specific

The market researcher is required to remain involved during the entire process and is responsible for creating the research project. In addition to the researcher, it also may require a number of resources like people and material to complete the data collection. Notwithstanding the time required to conduct the research, which is typically longer as compared to secondary data. In cases where feedback data is collected, results from the target audience may be inaccurate. This can range from consumer biases to refusal to divulge certain information. Therefore, there are high chances that feedback given is not