Limitations Of Marketing Query - Demerits Of Mr

Limitations of Marketing Research

Though marketing research (MR) has many advantages, it likewise has many limitations or disadvantages.

1. Marketing enquiry studies consumer behaviour too marketing environment. Since these factors proceed on changing, it cannot laissez passer exact information.
2. MR is likewise a social science. So, it cannot laissez passer exact solutions.
3. It cannot hold upward an alternative to decision making. In other words, it cannot supervene upon determination making. It aids inwards decision-making. It tin ameliorate the lineament of decisions. However, it cannot guarantee a 100% success.
4. It tin trim the business risks. However, it cannot totally eliminate all these risks.

The demerits or limitations of marketing enquiry are depicted below.

Imgage credits © Prof. Mudit Katyani.

The limitations or disadvantages of marketing enquiry are every bit follows:

1. Marketing enquiry (MR) is a costly affair.
2. It is likewise lengthy too time-consuming.
3. It has a express scope.
4. It has a express practical value.
5. It can't predict consumer behavior.
6. It can't laissez passer 100% accurate results.
7. It provides suggestions too non solutions.
8. Non-availability of qualified too experienced staff affects its quality.
9. It uses a fragmented approach.
10. It tin hold upward misused.
11. Non-availability of a reliable information affects it.
12. It is resistant to marketing managers.

Now let's hash out inwards a higher house listed limitations of marketing research.

1. Costly : Marketing enquiry is a costly affair. It needs a lot of money to comport diverse marketplace enquiry activities. Huge funds are required to pay salaries, laid questionnaires, comport surveys, laid reports, etc. It is non a feasible alternative for modest businesses. It is suitable exclusively to large companies who tin afford its cost.
2. Time consuming : Marketing enquiry is a lengthy too time-consuming process. This procedure involves many of import steps. All these steps are crucial too non fifty-fifty a unmarried footstep tin hold upward neglected or avoided. In other words, at that spot are no short-cuts inwards MR. Generally, it takes at to the lowest degree 3 to vi months to solve a marketing problem. Therefore, it cannot hold upward used inwards urgent or emergency situations.
3. Limited scope : Marketing enquiry solves many business-related problems. However, it cannot solve all concern problems. It cannot solve problems related to consumer behavior, income too expenditure relationship, etc. Thus, its orbit is limited.
4. Limited practical value : Marketing enquiry is exclusively an academic exercise. It is mainly based on a hypothetical approach. It gives theoretical solutions. It does non laissez passer realistic solutions to real-life problems. Its solutions hold back practiced on newspaper only are harder to implement inwards a existent sense. Thus, it has a express practical value.
5. Can't predict consumer behavior : Marketing enquiry collects information most consumer behavior. However, this information is non accurate because consumer behaviour cannot hold upward predicted. It keeps on changing according to the fourth dimension too moods of the consumers. Consumer behaviour is likewise really complex. It is influenced past times social, religious, family, economical too other factors. It is really hard to study these factors.
6. No accurate results : Marketing enquiry is non a physical scientific discipline similar physics, chemistry, biology, etc. It is a social science. It studies consumer behaviour too marketing environment. These factors are really unpredictable. Therefore, it does non laissez passer accurate results. It gives results, only it cannot laissez passer 100% right results.
7. Provides suggestions too non solutions : Marketing enquiry provides information to the marketing manager. It guides too advises him. It likewise helps him to solve the marketing problems. However, it does non solve the marketing problem. The marketing managing director solves the marketing problems. So, MR exclusively provides suggestions. It does non supply solutions.
8. Non-availability of technical staff : Marketing enquiry is done past times researchers. The researchers must hold upward highly qualified too experienced. They must likewise hold upward hard-working, patient too honest. However, inwards India, it is really hard to abide by practiced researchers. Generally, it is done past times non-experienced too non-technical people. Therefore, MR becomes a costly, time-consuming too unreliable affair. So, its lineament is likewise affected due to non-availability of technical staff.
9. Fragmented approach : Marketing enquiry studies a work exclusively from a item angle. It does non conduct hold an overall stance into consideration. There are many causes for a marketing problem. It does non study all causes. It exclusively studies 1 or 2 causes. For example, if at that spot is a work of falling sales. There are many causes for falling sales; like, pitiful quality, high-price, competition, recession, consumer resistance, etc. It volition exclusively study 2 causes viz; low-quality too high price. It volition non study other causes. So, it is non a reliable one.
10. Can hold upward misused : Sometimes, marketing enquiry is misused past times the company. It is used to delay decisions. It is used to back upward the views of a item individual. It is likewise used to select grip of mightiness (managerial) inwards the company.
11. Non-availability of reliable data : The lineament of the marketing enquiry study depends on the lineament of the collected data. If the information is complete, up-to-date too reliable, too then the MR study volition likewise hold upward reliable. However, inwards India, it is really hard to instruct full, latest too trustworthy data. So, non-availability of a reliable information is likewise its limitation.
12. Resistance of marketing managers : The marketing managers produce non role the suggestions given inwards the marketing enquiry report. Primarily, they experience that these suggestions are non practical. Secondly, they likewise experience that their importance volition instruct less if they role these suggestions. There is a conflict betwixt the marketing managers too the researchers.