Marketing research is a useful tool available at the disposal of management. At all stages of marketing cycle it can be used. On the other hand in certain quarters misunderstandings have cropped in about each other. Many organizations feel that marketing research is not at all needed. On the other hand, marketing researchers point out the lack of appreciation for their work by the organization.
Some of the organization’s complaints about marketing researchers are:
1. Research is not problem-oriented. It tends to provide a plethora of facts, not actionable results.
2. Researchers are too involved with techniques, and they appear to be reluctant to get involved in management problems.
3. Research is slow, vague and of questionable validity.
4. Researchers cannot communicate, they do not understand and they do not talk the language of management.
Marketing researchers have the following complaints:
1. Management organizations do not include researchers in discussions of basic problems. Management tends to ask only for specific information about parts of problems.
2. Management pays no more than lip service to research and does not really understand or appreciate its value.
3. Management does not allow enough time for research. They draw preliminary conclusions based on early or incomplete results.
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