Hurdles in the conduct of marketing research in India: an exploratory study
by Meenakshi Handa, Ajay Pandit, Anupma Vohra
International Journal of Business and Emerging Markets (IJBEM), Vol. 3, No. 3, 2011

Abstract: Although market research usage by organisations in India has grown in recent years, there exists considerable scope for enhancing its contribution to managerial decision making. On the basis of a survey of marketing research professionals in India, the paper examines the hurdles in the conduct of marketing research. Major hurdles identified include lack of trained and reliable field data collection personnel and research personnel at junior levels, respondent non-cooperation and managements' insistence on speedy results and unwillingness to make expenditures required for quality research. Differences amongst marketing research user organisations of different size and in different industries are examined. The study does not support some common perceptions about challenges to marketing research in the country such as its socio-cultural diversity and geographical spread. The paper concludes with recommendations aimed at enhancing the contribution of marketing research.

Online publication date: Mon, 27-Jun-2011

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