Limitations Of Marketing Inquiry - Demerits Of Mr

Limitations of Marketing Research

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

1. Marketing enquiry studies consumer behaviour too marketing environment. Since these factors move along on changing, it cannot give exact information.
2. MR is too a social science. So, it cannot give exact solutions.
3. It cannot move an choice to decision making. In other words, it cannot supplant conclusion making. It aids inwards decision-making. It tin give the axe amend the character of decisions. However, it cannot guarantee a 100% success.
4. It tin give the axe trim back 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 too 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 give 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 give the axe move misused.
11. Non-availability of a reliable information affects it.
12. It is resistant to marketing managers.

Now let's verbalise over higher upwards listed limitations of marketing research.

1. Costly : Marketing enquiry is a costly affair. It needs a lot of money to acquit diverse marketplace enquiry activities. Huge funds are required to pay salaries, gear upwards questionnaires, acquit surveys, gear upwards reports, etc. It is non a feasible selection for small-scale businesses. It is suitable solely to large companies who tin give the axe 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 stride tin give the axe move 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 half dozen months to solve a marketing problem. Therefore, it cannot move used inwards urgent or emergency situations.
3. Limited scope : Marketing enquiry solves many business-related problems. However, it cannot solve all describe of piece of work organisation 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 solely an academic exercise. It is mainly based on a hypothetical approach. It gives theoretical solutions. It does non give realistic solutions to real-life problems. Its solutions await skillful on newspaper simply 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 almost consumer behavior. However, this information is non accurate because consumer behaviour cannot move predicted. It keeps on changing according to the fourth dimension too moods of the consumers. Consumer behaviour is too real complex. It is influenced past times social, religious, family, economical too other factors. It is real 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 real unpredictable. Therefore, it does non give accurate results. It gives results, simply it cannot give 100% right results.
7. Provides suggestions too non solutions : Marketing enquiry provides information to the marketing manager. It guides too advises him. It too 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 solely provides suggestions. It does non furnish solutions.
8. Non-availability of technical staff : Marketing enquiry is done past times researchers. The researchers must move highly qualified too experienced. They must too move hard-working, patient too honest. However, inwards India, it is real hard to notice skillful 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 character is too affected due to non-availability of technical staff.
9. Fragmented approach : Marketing enquiry studies a work solely from a detail angle. It does non accept an overall persuasion into consideration. There are many causes for a marketing problem. It does non study all causes. It solely 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, hapless quality, high-price, competition, recession, consumer resistance, etc. It volition solely study 2 causes viz; low-quality too high price. It volition non study other causes. So, it is non a reliable one.
10. Can move misused : Sometimes, marketing enquiry is misused past times the company. It is used to delay decisions. It is used to back upwards the views of a detail individual. It is too used to select handgrip of might (managerial) inwards the company.
11. Non-availability of reliable data : The character of the marketing enquiry study depends on the character of the collected data. If the information is complete, up-to-date too reliable, thence the MR study volition too move reliable. However, inwards India, it is real hard to larn full, latest too trustworthy data. So, non-availability of a reliable information is too its limitation.
12. Resistance of marketing managers : The marketing managers create non piece of work the suggestions given inwards the marketing enquiry report. Primarily, they experience that these suggestions are non practical. Secondly, they too experience that their importance volition move less if they piece of work these suggestions. There is a conflict betwixt the marketing managers too the researchers.