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

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Emerging Markets (IJBEM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email