What are the limitations of marketing research?
Answer
There are two main limitations of marketing research.
a. It can't provide decision directly. Marketing research can help in decision making process as a decision support tool however can't be used as a decision making tool.
b. It cannot guarantee success. Marketing research is carried out mostly on a sample of respondents who at times may be not represent population at large. Marketing research if conducted in right way may assist in better decision making though it can't guarantee success.