Reasons for the Failure of Marketing Research:


1. There is resistance on the part of the business executives to use research, because they think that research is a threat to their personal status. They also think that marketing research may ex­pose them adversely.

2. Sometimes, the executives develop their own objectives, which are in conflict with the organization, and they want research to support their views rather than the views of the organization.

3. The executives are unable to use specialists effectively. Marketing research presently draws on a variety of specialists from such disci­plines as mathematics, statistics, economics, psychology, sociology, general semantics, anthropology, etc.

4. Marketing research department is often isolated from key departments.


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