Marketing Research - Iii

Class III

International 

Esomar ESOMAR the world association of research professionals, unites 4000 members - both users and providers of opinion and market research in 100 countries. American Marketing Association Marketing research best practices and articles. IMRI International Marketing Research Information - the database, and the worldwide directory of market research agencies, publishers and professionals. MRIA-ARIM Marketing Research and Intelligence Association (Canada). Research Info A US national organization of marketing research professionals and firms. The Market Research Society With over 8,000 members in more than 50 countries, it is the world's largest international membership organization for professional researchers.

Limitations of Marketing Research 

It tends to be fragmentary

 

Becomes superficial and faulty because of the people who use the tools without proper training

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Absence of meaningful dialogue between marketing management and marketing research team

 



It is not an exact science

Threats to Marketing Research 

Unprofessional and unethical marketing surveys can seriously jeopardize publics unwillingness to cooperate in surveys

  Excessive

interviewing

  Lack

of consideration and abuse of respondents

  Use

of marketing research as a sales

Marketing Research Department For make or buy decisions 7 factors are involved 1.Economic factors Aspirin 2.Expertise Availability 3.Special equipment 4.Political Considerations 5.Legal Considerations 6.Administrative facets 7.Confidentiality requirements 