To: Festus
From: Harry
Subject: Explain the limitations of marketing research used to contribute to the development
of your selected organisation’s marketing plans.
Date: 07/12/15
This report will outline the key limitations involved with market research. It is important to
know the limitations so market research can be carried out efficiently and accurately.
Primary research is research performed first-hand by the organisation. A disadvantage to
this is that the business will need to employ people to do the research and pay for any
equipment or expenses in the process. Expensive primary research is better used second to
secondary research. Another limitation of primary research is the time constraint research
will need to be done on a businesses time and could take too long for the research to remain
relevant
Secondary research however is more cost effective and has already been done so is much
quicker to obtain. Because this research has been done in the past the information can be
outdated and therefore not relevant to the business at current times. Also secondary
research that has come from market research agencies or from other organisations can be
biased to promote a certain cause or business. Lastly the collection methods for the
research might be unknown and may be unreliable.
Qualitative research on the other hand is subjective and uses words like why and what to get
a wide range of answers based on personal opinions and experiences. This will be a limiting
factor if a business is trying to find out a specific answer to a certain question. Qualitative
research is better used to find out customers interests and opinions on the company and
how they run the organisation.
quantitative research however will give figures that can be presented graphically.
Disadvantages of quantitative research is that i will only find specific answers and might not
give any new information to the company
Reliable and valid research are completely different, successful market research must be
both reliable and valid. Information that is not valid is useless as it will not give answers that
relate to what the organisation is trying to find in their market research
To conclude there are limitations involved with all types of market research including cost,
time and reliability. These limitations could all hinder the accuracy of the information found in
the market research.
From: Harry
Subject: Explain the limitations of marketing research used to contribute to the development
of your selected organisation’s marketing plans.
Date: 07/12/15
This report will outline the key limitations involved with market research. It is important to
know the limitations so market research can be carried out efficiently and accurately.
Primary research is research performed first-hand by the organisation. A disadvantage to
this is that the business will need to employ people to do the research and pay for any
equipment or expenses in the process. Expensive primary research is better used second to
secondary research. Another limitation of primary research is the time constraint research
will need to be done on a businesses time and could take too long for the research to remain
relevant
Secondary research however is more cost effective and has already been done so is much
quicker to obtain. Because this research has been done in the past the information can be
outdated and therefore not relevant to the business at current times. Also secondary
research that has come from market research agencies or from other organisations can be
biased to promote a certain cause or business. Lastly the collection methods for the
research might be unknown and may be unreliable.
Qualitative research on the other hand is subjective and uses words like why and what to get
a wide range of answers based on personal opinions and experiences. This will be a limiting
factor if a business is trying to find out a specific answer to a certain question. Qualitative
research is better used to find out customers interests and opinions on the company and
how they run the organisation.
quantitative research however will give figures that can be presented graphically.
Disadvantages of quantitative research is that i will only find specific answers and might not
give any new information to the company
Reliable and valid research are completely different, successful market research must be
both reliable and valid. Information that is not valid is useless as it will not give answers that
relate to what the organisation is trying to find in their market research
To conclude there are limitations involved with all types of market research including cost,
time and reliability. These limitations could all hinder the accuracy of the information found in
the market research.
