When Not to Do Research
Just as many reasons exist for doing marketing research, many reasons can be found for not doing it -- too many to list, in fact. As a marketing research vendor, we are consulted on projects of varying complexities and methodologies, across multiple industries, and with researchers of varying degrees of marketing research experience. As a result, we see projects executed with levels of impact from great to terrible.�
We've found the most common reasons for NOT doing marketing research are:�
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Information is already available.
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Issue to be researched is not solvable (i.e., customer service/product is bad, but company will not pay for better people/training/products regardless).
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There's no management commitment to use the results.
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There's no budget to do it right.
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Management wants to use research only to prove their point.
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Management thinks they already know how customers behave.
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Management assumes customers behave how they say they will.
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