-
Offers
suggestions and not decisions
-
Fails to
predict accurately
-
Cannot study
all marketing problems
-
Resistance to
research by marketing executives
-
Time-consuming
activity
-
Costly/expensive
activity
-
Lack of
qualified staff
-
Complexity of
the subject
-
Uncertainty of
conclusions
-
Limitations of
data used
-
Limited
practical utility
-
Miscellaneous
Limitations : a) Problems developed due to changing
marketing environment cannot be solved quickly through MR. b) Research report
may be bulky, technically worded and difficult. Its execution is difficult at
lower levels. c) Marketing research activity should be conducted with proper
care and caution. This will make research activity meaningful and
result-oriented.
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